How Ambiguity Can Be Your Ticket to Popularity

by Kaye Marks

February 18, 2009

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Tropical Rain Forest, Cornflower, Fuzzy Wuzzy Brown, Laser Lemon, and Kermit Green. Do these names ring a bell? Are you familiar with these words? You might be surprised that you can actually find these names in a ubiquitous place that your six-year old may even be more familiar with them.

Have you guessed it? Open a new box of crayons and the names would jump right out of the box. That is right. These are the new names given to the once ordinary blue, brown, yellow, and green. Whence before when the names are simple, you can now find colors such as Razzmatazz as the new and fashionable name for red.

Researchers recently have noticed this new aspect given to the once ordinary and regular color names. And not only did they find new names provided to crayons, countless other products have also been changed by manufacturers to better influence consumers to go for their product.

A study was then made to understand better how the different and somewhat unique names have influenced consumer choices. The proponents of the study provided four categories of color and flavor names to distinguish the difference it provides the product.

The four categories were:

1- typical and unspecific - common names, ex. blue;

2- typical and unspecific - common descriptive, ex. sky blue;

3- atypical and specific - unexpected descriptive, ex. Kermit green; and

4- atypical and unspecific – ambiguous, ex. millennium orange.

The object of the study was to confirm that products, when given unexpected description and ambiguous names, are more likely to be regarded as more desirable than those with ordinary and common names are.

The researchers found out that the unexpected descriptive and ambiguous color and flavor names elicited more positive response than the first two types. Researchers believed that the last two name types became effective because of two reasons. One, the names act as a teaser or attention getter because the users feel that they need to solve the puzzle of why the names were given to the color. Moreover, two, ambiguous names prompt the consumers to seek out what the manufacturers meant when they gave them to the colors.

What is the implication then to marketing campaigns such as your catalog printing and custom catalogs? It proves that ambiguity and unexpected descriptions can make your otherwise ignored products as the more desirable amongst many.

Ambiguity brings the consumers to try to solve the message you are trying to convey. Moreover, this persuades the consumers to find out for themselves the positive aspect of your business, which provides you with the opportunity to highlight your strengths in your catalog printing.

The bottom line is for you to not be afraid to appoint uncommon and ambiguous names to your products and services in your custom catalogs. Ambiguity and unexpected descriptions have proven to be very effective in attracting customers because they add a sense of mystery and intrigue to your offer.

By providing this aspect to your catalog printing, your custom catalogs stand to gain from it because your target clients are prompted to consider not only the common aspects of your offer, but more importantly, your positive features as well.