I hate to break it to everyone. Despite what we’ve all been taught, we really do judge books by their covers. The way something is presented to us has a profound effect on the way that we perceive that item. That is what I was reminded by an article from Lifehacker entitled: “Why We Can’t Tell Good Wine From Bad.” In the article, they discuss how people choose between different items based upon different queues that may have nothing to do with the actual quality of the products being chosen. For example, if people were told that one wine was expensive and the other was inexpensive, they would prefer the more expensive wine, even if both glasses actually held the same wine. In another case, the brand with the better marketing trumped the other even though in a blind taste test, people couldn’t tell them apart.
That seems like a frustrating result because it means that people don’t always choose the best product. It is frustrating, if you have the best product. We’d all love our products to stand on their own merit. This proves that having the best product isn’t good enough though, so instead of lamenting that, get to to work! Use these findings to your advantage. Fix the design of your product, work on your branding and put some thought into how you price your product. That might have as much effect on the success of your product as the features/benefits you provide.