Changing a font

When we go food shopping we enter the environment with certain expectations of the products on the shelves. Every single packaged product has a logo which in turn has its own font and typeface. Although we may not realise it we make a judgement on a given product which partly relies on the font of that product. When a font changes on a product the sales for that product fluctuate, either increasing or decreasing showing that the font clearly has a large causal role in determining sales. When a product changes its logo or font I immediately treat it with scepticism. Why has the company chosen to change the type, colour etc? I realise that this may seem very conservative and I would like to see how other people feel on this matter. So my first intention is to experiment with changing the fonts of well known food brands such as Heinz banked beans and Hovis bread and try to understand why some fonts do not work on certain products and some do, why colours play an important role in our expectation of a product and how our expectation of a product may change when the type or design changes. My second intention is to somehow distribute the new designs of various food brands back into the supermarket with the intention that the customers will look at them and i will try to observe there behaviour. I will distribute them evenly on the shelves so that some will be on show and some will be hidden. Through doing this i am understanding the huge role that type and design have on controlling our consumer desires and how fickle we as consumers can be.