• A new approach is about to take off. Please standby.

    In behavioural science terms, picking a meal on a plane is all about choice architecture.

    It offers brands the chance to nudge behaviour in a different way, without removing anyone’s choice.

    Changing the default, as a form of behavioural nudge, has led to more people becoming organ donors and increases in pension contributions.

Another tool used by brands is “framing”. (Not 'farming', can't stress that enough.)

For example, would you rather opt for a ‘Sicilian Sunshine Salad’ or a ‘Mixed leaf salad with sun-tomatoes, onions, olives, anchovies and tuna’?

Both offer the same product, it's just that one frames the choice as a taste of Mediterranean summer, the other simply lists the ingredients.

While unquestionably healthy and tasty, the latter does little to evoke anything other than a meal that you or your pet rabbit might enjoy.

Embracing the influence that words, images and intelligent creativity can have on behaviour is an art form for marketers.