The pratfall effect on packaging

We have all struggled on a first job interview or date not to make a mistake or say something stupid that would make us look foolish and increase the likelihood of not being accepted. Social psychology has proven otherwise. So if we make a good impression on the other person and stumble at some point in the interview or date, we are more likely to be even more attractive. This is called the "pratfall effect" and is a very effective way of showing ourselves as we really are: human and imperfect.

The Pratfall Effect was first described by psychologist Elliott Aronson, who showed in a 1966 experiment that observers find a smart, clever person who makes a mistake more likable than one who doesn't. Aronson had filmed a student answering 92% of the questions in a college quiz, but then spilling a cup of coffee and being yelled at by the quizmaster, which only some of the students got to see. His experiments showed that people who saw the mishap with the coffee found the student significantly more likable than those who didn't.

Another interesting experiment that highlights the pratfall effect was conducted by consumer psychologist Adam Ferrier and later replicated by Richard Shotton. Adam Ferrier asked 626 consumers which of two cookies they found more appealing - one that was perfectly round and one that had a rough, broken edge. The messy cookie was the overwhelming winner, with 66% of respondents choosing it. Shotton conducted the same experiment in 2018 and came up with nearly the same results. The fact that the cookie with the rough edges is perceived as more appealing is related to the association and construction that our brain associates with a home-baked cookie. It's therefore more authentic and "human". And we associate this with a better taste.

Brands use this resource to "humanize" themselves and make the contact they crave with the public. One of the most famous campaigns that used the pratfall effect was Avi's "we try harder", assuming its second place in the market. Guinness also applied it very well to one of the problems their product had. Consumers had to wait for the foam to settle before taking their first sip. Instead of hiding it and keeping it quiet, Guinness turned it into something positive by launching the "Good things come to those who wait" campaign.

But how can this effect be applied to packaging?

One of the clearest examples of its application to packaging is craft beers. A few years ago, craft beers began to bring even more experimental flavors to the market. To find out how well they were received by the public, they had to launch small batches to market. Mainly for cost reasons. So these editions were launched in the classic aluminum cans, but with labels stuck on, often by the manufacturers themselves. What was initially a symbol for experimental craft beers eventually came to stand for all craft beers in general.

It didn't take long for the big brands to embrace it. So did Sam Adams, the biggest brewing brand from Boston and one of the most important beers in the US. A few years ago, they launched the "New England IPA" and stuck matte labels on the cans, like those used by smaller craft beers.?

The lesson we learn from this is not that global or big brands should try to imitate craft, but that smaller brands shouldn't try to hide it, but on the contrary highlight it and use it as an advantage.