how long do you give to form your perception and opinion upon encountering something you are not familiar with? how easy do you think you are influenced by the first impression when you make a decision to try a new service? what cues do you rely on to make your preliminary judgment on the assumed quality of the product or service?
this gentleman was standing on the street of stockholm holding a sign for an asian restaurant. it reminds me of the joke among my finnish colleagues about having me standing behind the ‘oriental wok’ section of our office canteen in helsinki to make it look more credible.
when does it become important for the service provider to enforce the positive association in promoting their offering? the waxing/tanning/nail salon sign is obviously held by a guy who look like he would never want such a service in oxford street, london. but the sign is held high up to make it visible in the distance even when the street is bustling with people, which may screen him from being seen.
sometimes the association may not have any logical alignment with a specific feature of the service being promoted. above is a poster for the local government election campaign in tokyo earlier this year. this candidate’s slogan holding a baby is “policy driven by residents”.
as a side thought:
any relationship between keroro and the ladies in tokyo anime fair 2008? i always wondered about the effect of having beautiful people around the product. it certainly seemed to attract more human photographers for keroro in this occasion.