When you go to the grocery store, which oranges do you put in your cart? If you’re like most people, you pick the richest, orangest ones because they are the ripest and most flavorful, right?
On the tree, a mature orange is usually green-skinned. It will turn orange only if the cold temperature destroys the green chlorophyll pigments. In warmer climates, oranges are always green; but, in the US, oranges are green only if they are picked in the fall before the first cold snap or if they are picked early in the spring when the tree is flooded with chlorophyll to nourish the coming new growth.
The moment the orange growers pick the orange off the tree, they are green, (like in the picture) and that is as ripe and juicy as they will ever get.
So how do the oranges get all “Tropicana” orange before they arrive at your local grocery store? The growers gas them with an ethylene compound, which breaks down the chlorophyll. The deepness of orange is not an assurance of flavor, just a matter of how much extra chemicals went into fooling us.
Even people who know this little fact choose the deeper colored oranges at the grocery store.
This consumer desire for a deep orange color runs so deep it even affected Tropicana in their recent branding debacle. Consumers want the orange, and in this case the straw too.
The same thing is happening right now, across America. Unable to see inside, consumers are choosing services based on the things they can see. This is why design and first impressions are so important. You could have the absolute best service in your industry but if your website looks unprofessional, you’ll get passed over for oranger oranges.
Are you putting your best peel forward?