Why does food always look so much better in the ads or on the pack, than it does in real life ? It’s a question you’ve probably asked yourself a number of times, or if you work in packaging design or advertising you may already be very aware as to the reasons why.
The reason I’m asking this question is this McDonald’s behind the scenes video that has been doing the rounds for the last few weeks. In it we see Hope Bagozzi, the director of marketing for McDonald’s Canada buy a quarter pounder at McDonald’s and finally compare it to a photo of of a professional prepared, photographed and retouched quater pounder.
In short the ad tries to convince us that there isn’t that much difference, but I don’t think people are going to buy into that ethos. A professional photography studio with good lighting, the perfect ingredient selection, all cut, prepared and cooked by professional food stylists, finished off with hours worth of retouching simply doesn’t make for a real photo and trying to convince so is a risky game.
In conclusion I think that this ad speaks volumes about the food industry, todays consumer simply doesn’t expect the picture on the box to be real anymore. In a sense we’ve become desensitized to the tricks of the trade, in so many cases it has become yet another platform to sell us a lie and I think it’s sad to see the worlds biggest fast food chain trying to convince that it’s OK to do so. Still regardless of your opinion the video is an interesting watch and well worth 3 minutes of your time.