Design Pattern #2 : Ingredients / Materials


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Prathamesh Krisang

Prathamesh Krisang

Filmmaker turned Growth Marketer turned Behavioral Designer

As a rule of thumb, people hate ambiguity. They want to be sure what to expect when the product finally arrives. 

And if they are not sure, they will simply ignore it and move on. When you are trying to sell something where it is important to give clarity on what your product is made of, give your customers the clarity they are looking for.

If the raw ingredients or material of your product is what adds value to it, highlight those ingredients in its raw form in your communication. This design pattern is mostly used by the food, furniture, clothing & accessories industry. 

With most food brands, smart marketers show the ingredients that a food product is made of.

Why does it work?

Showing ingredients helps your customer,

  • Anticipate the taste of a product
  • Show that it is made of all natural ingredients
  • Communicate the quality of the product when expensive ingredients are used. This helps them justify its higher price when compared to competitors.

Showing ingredients or materials your product is made of, counters Ambiguity Bias.

Ambiguity Bias means, people will tend to choose an option for which a clear & predictable outcome is expected. Instead of an unclear and unpredictable outcome.

Showing the ingredients of a food product clearly gives them an idea of it’s expected taste. For furniture products, highlighting the raw materials used gives them an idea about it’s quality when it arrives. 

This closes the gap between the expectations your customers have and the outcome you deliver to them. 

A few examples,

Design Pattern #2 : Ingredients / Materials
Design Pattern #2 : Ingredients / Materials
Design Pattern #2 : Ingredients / Materials

Check out the previous Design Pattern #1 : Left/Right Layout

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