Jada May - consumer behavior PDF

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Jada May HW #4 Lipton Tea Visual Entry/Scan

Lipton hot tea 

Prominent Branding o The ads show the logo at least twice in the ads, bringing familiarity to the consumers and prime the new and potential consumers of Lipton tea, also showing their identity. The ads show that they’re a tea brand by having the actual tea in mugs shown.

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Visual Entry Point o The first ad has the text on the ad, allowing people to read from left to right, however, it’s a lot of text and can make people lose interest to want to continue to look at the ad. The picture captures the eyes first instead of the text. The visual entry point doesn’t work well for this ad o The second ad has the images and logo on the right, letting consumers know right away the main point of the ad and keeping the attention of the consumers. Easily allowing them to know who the ad belongs to and it gets to the point o The third ad also has a good visual entry point, putting the image on the right and putting their infamous white mug with the tea to catch the attention and to also bring familiarity

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Visual Scan Point o The second and third ad has a good visual scan, just by seeing the mugs and the logo, consumers will know the ad is for Lipton. The colors shown especially in the third ad. You can quickly glimpse at the ads and know it’s for Lipton.

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Perceptual Fluency o It’s easy for consumers to see the ads and know who it’s for, however, the first ad doesn’t have the ease of processing. There’s communication in the text, but because there is a lot of text the communication can be missed due to the lack of keeping the attention of people. People have short attention spans and spend 3 seconds judging anything. First impressions are critical.

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Conceptual Fluency

o The elements in the ad communicate with one another, the leaves, and a show of nature communicates that the tea is natural. In the first ad, the word “Naturally” is the first thing you see and has the biggest font on the ad. The constant use of images that communicates the natural aspect of the tea are used in the ads. It’s either subtle or blatant.

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Use of shapes, colors, numbers o In all ads, there is the constant use of the brand’s color to bring in familiarity to consumers and also to prime new and potential consumers. The yellow in the ads and logo is used to bring out the red and white, and also gives a sense of natural, and nature. o The ads have green to indicate the important aspect of the brand which is how natural the tea is. In the second ad, a person is used to bring attention to the teacup which is why it’s place above the tea. The ads show the color of the tea, either with clear glass cups, or a picture from above with the infamous white cup that is seen not only in ads but on the Lipton tea package. By showing the images of what color the tea is, helps consumers make a choice as well, if Lipton is advertising green tea but have an image of brown tea in the ad, not only will it cause confusion and miscommunication of the ad but, it’ll make consumers lose trust in Lipton.

Lipton Cold Tea 

Prominent Branding o The logo is shown twice in both ads, priming new and potential consumers, as well as priming existing consumers of the new product. Allowing them to be familiar and know that it’s a new product but the same brand that they know.

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Visual Entry Point o The bottles in both ads are on the right, making it easier for consumers to see the product, which is the most important thing, and gradually guiding them to the left and see the rest of the ad. The texts are large and short, making it short and simple for people to keep their attention on the ad.

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Visual Scan Point o Both ads have good visual scan point, the logo stands out.

o In the first ad a consumer can glimpse over the bottle, logo, and the cup with a peach, indicates what type of drink and flavor is being advertised in the ad. The text being on the left side helps the scanning process, easily guiding the eyes of where to go next. o In the second ad, the bottles are the focus points and with the hands causing the visual journey to be easier. The hands are tilting the bottles together to help draw the eyes where it needs to be first. The words being on the left plays a part of the consumer reading it, because people read from left to right and we naturally will look to the left before looking to the right.

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Perceptual Fluency o There is communication in the ads, you can clearly see the logo twice in the ads, and the texts indicates the tea is cold instead of the traditional hot tea. It’s easy for consumers to see what the product is about, and also give clear indications of what flavor it is. The background also gives the message of it quench the thirst either on a hot sunny day in a dry desert (as shown in the first ad, and on a regular hot summer day in the second.

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Conceptual Fluency o Both ads communicate what job will be done once the consumer drinks the cold tea. The ad gives a clear message of the perfect time to drink cold tea when it’s too hot to drink their traditional hot teas. The cold tea also gives a sense on convivence, due to it being in a bottle and easier to grab and go inside of a store. They will be able to drink and save it for later, instead of drinking it all at once.

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Use of shapes, colors, numbers o In the first ad they used and light and airy font, with using white to keep the theme of keeping cool. The second ad has two fonts, it would’ve been better to keep it at only one and not use script. It’s easier to have one font and not script, it’s hard for some people to read script, as well as reading to different fonts. Although, the second ad used to font to keep the summer feel, the colors were used really well, to help indicate what season they were referring to. The shape of the bottles is inconsistent and would be difficult in priming consumers of the new

cold teas. It won’t be seen as familiar ¿ to them when scanning for drinks in a store.

Bigelow Hot Tea 

Prominent Branding o In all three ads, there is way too much text on them, with two different styles of the products. The ad, however, does have the actual product and logo to attempt to prime consumers of who they are, and to use their uniqueness to stand out. The product shows similarities with each other and does stand out from other tea products, however, it won’t make a consumer feel like the product seem familiar.

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Visual Entry Point o There is a lot going on and too much text, it’ll easily discourage the consumer to not want to look at the ad, losing their attention span. There are faces in 2 out of the three ads, with an image of tea in all three, indicating what the brand provides. It’ll be better if the products were near the faces to guide the consumer of where to look next. The tea is at the bottom, and also the very end, just how people read from left to right, people look up and down. People don’t typically look at the bottom of anything first.

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Visual Scan Point o As mentioned, before they are not easy visual scanning ads. The short quotes on the ad, is ok however it’s better than having a ton of writing. The ads to give consumers that anyone can drink tea especially men and athletes.

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Perceptual Fluency o There’s definitely communication in the ads, however, there’s too much due to the text. The ads do a good job indicating what products they provide and showing the color of the tea. The background of the ads gives the message that the tea can be drunk anywhere instead of home.

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Conceptual Fluency o The use of signatures in two of the ads are a bit confusing, because they are two different names and again in handwriting. They did a good job keeping one font and not making it a script. In the third ad, the tea being inside of a gold hole is not a clear communication of why it’s in there. However, it does draw your attention

to the image of the packaging. The image of the tea package is on the right side, which is good, just could’ve been placed in a better position.

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Use of shapes, colors, numbers Use of shapes, colors, numbers o The ads were consistent of their colors, helping the consumers be primed of their brand, and thinking of Bigelow when the shades of green pops up helps....