in Products

Ketchup desire lines

Just finished Malcolm Gladwell’s article on ketchup, which Peterme and Christina liked so much. The article explores the connection between consumer research and our tastes. The best quote: “The mind knows not what the tongue wants.

Immediately afterwards I was grocery shopping (and bought some Gulden’s mustard, incidentally) and saw this:

Ketchup bottle with opening on the bottom

I wouldn’t be surprised if the upside-down ketchup bottle came out of similar ethnographic observation that resulted in the “EZ pour” child-friendly bottle. In this case it’s about adjusting the product to fit the way people actually use it, like desire lines. I just wonder if they had to educate stock clerks on which way to display the bottles.

Also, Nick writes in with a pointer to their bitchin’ label copy.