Words matter. My entry into graphic design actually followed a career in marketing and public relations writing, so I can’t turn off the “words matter” credo. The two — graphic design and copy writing — work together. I can’t tell you how many times I’ve emailed back to publishers with suggestions for ad copy changes even though I am technically not responsible for that part of the ad. Happily, they consider that a good thing!
But back to “words matter.” Tonight I made a salad for dinner with a 5 ounce bag of greens I got from Trader Joe’s for 2.49. I am usually a savvy shopper, trying to get the most for less, but this time I wasn’t.
I could have gotten a slightly bigger bag of organic aruglua, 7 oz. for around the same price. I love arugula.
I could have gotten 6 ounces of organic baby spinach for 1.99, or 12 ounces of non-organic for 1.99.
I could have gotten the Organic Spring Mix — easily twice the size of the bag I bought, for 1.99. Or the Tuscan kale for 2.29. And so forth.
Yes, one of those is not organic, and another (the kale) is not something i enjoy uncooked. But that isn’t my point. My point is that I bought the one I had for dinner tonight mainly for one reason:
The label proclaims it “Power to the Greens.” “Power” and “Greens” display in the second largest typeface on the bag. “Power” is white, so it pops a bit more than “Greens,” which is, appropriately, green. “To the” is smaller and thin so what really stands out is “Power Greens,” but mostly, for me at least, “Power.” And that’s why I bought it. This is smart marketing.
Trader Joes, you had me at “Power.”