For example, the bright red Powerball in Finish dishwashing tablets, as well as the salient red centre of Anticol’s medicated throat lozenges, illustrates “this is the hardworking bit.” When we see these products there’s no question in our minds where the unique value or effort is. They’re practically radioactive. As Rory Sutherland writes in Alchemy, the same is true of striped toothpaste.’ Psychologically, the red, blue and white coloured stripes give us a clear signal that the toothpaste is performing more than one function, aiding the belief that this single toothpaste can offer the trifecta of strong teeth, fresh breath and …
Excerpt from: Evolutionary Ideas: Unlocking ancient innovation to solve tomorrow’s challenges by Sam Tatam
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