Observing Trader Joe’s design choices

A few weeks ago, I had purchased two differently priced types of Trader Joe’s granola bars – one for an average cost of $1/bar and the other at $0.50/bar. And while the flavors of both were fairly similar, I found myself preferring the more expensive one more often, only realizing after last class that the simple design of the bars could be playing an influencing role in my preferences.

In my reference picture below, I saw that the cheaper bar was used a lot more of a playful font and brighter colors, whereas the more expensive one used cursive text with a transparent wrapping instead. While it’s not a surprise that product design influences consumers towards purchases one way or another, it was interesting to note one company making two different design choices for the same purpose – and being so transparent in their intentions as well.


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