Diet food
usually conjures images of bland, lifeless food one is relegated to eating in order to lose weight. Despite these images, an article in "Food and Drink Weekly" states that in 2003, diet food and drink sales topped $86.6 billion. These sales hinge on the marketing department of companies, which must convince consumers to buy their food over others. To get a piece of this non-fat sugar-free profit pie, follow the strategy tips below.
Use Colorful Imagery
Should you present your product on display, surround the item with colorful fruits, vegetables, bright blue skies, or deep green forests. Take the ingredient list of the diet food and use the whole food version of it on your sign or on display. If, for example, the diet food contains oats, decorate the table with oatmeal or wheat bouquets. If using a sign, show pictures of an old-fashioned oat scooper. The same imagery can be done with any fruit or natural ingredients. These supplemental whole food items make the product appear healthy and nutritious.
Be careful when selecting background colors and font colors: authors of the book "Successful Direct Marketing Methods" explain that colors have different meanings across cultures. Use white for the background and black for font colors, and rely on colorful pictures to enhance the food's appearance.
Make Food Appear Tasty
While this statement may seem obvious, many companies fail to show their product as something bite-worthy. Consider hiring a food photographer to enhance the appearance of your item. Food photographers can add sauces or garnishes, modify colors, shoot in the right lighting, and use other techniques that enhance the appearance of the product. These images used at diet food exhibitions can greatly affect sales: If the food doesn't look appetizing, few will try the food (let alone buy it!).
Use Quality Material for the Display
No matter how tasty or attractive the food may look, a flimsy sign and an unsteady stand will cause people to look elsewhere. Use thick cardstock or consider using a printing company (like Kinko's or Staples) to make a sturdy foam board for you. Likewise, find easels made of wood or metal; a quality easel will reduce the chances of your sign getting knocked over.
Do not neglect the condition of the sign itself. Do not use sun-faded signs or ones with any dents, tears, or stains. Only use signs that are crisp, clear, and bright. Note the resolution of the photograph to ensure it will not look blurry when it becomes enlarged on the sign.
Show Attractive People
When considering diet food, one of the first questions a person asks is, "who has had success with this food? How much weight did they lose?" To answer these questions visually, diet companies show success stories in the form of "before and after" pictures. If you have success stories, use their pictures (with consent, of course) in the stand design.
If your product is new, then use a stock photo of an attractive woman or a toned man to associate your product with good health and attractiveness. The book, "Creating Images and the Psychology of Marketing" explains that companies use models to perpetuate the notion that beautiful people are associated with valuable objects, like a product. Similarly, attractive people are associated with greater intelligence, despite the two traits showing no correlation.
Tags: diet food, your product, associated with, diet food, enhance appearance