Grocery shopping is seen as a chore for most, so it is crucial to identify the products you want to buy quickly as you walk down the supermarket aisle. Because of this the consistency of the shapes, colors, sizes and textures of products will make your life easier. Ask any marketing aficionado how successful a specific female-shaped bottle of maple syrup is, and how sweet it makes your morning pancakes.
The branding of objects has seen benefits throughout our history, from defining the artistic movements throughout the ages like the Renaissance, the baroque period or Pop art to understanding the difference between a rose and a tulip. This differentiation can be a life or death situation when diagnosing an ailment which requires specific treatment and care. Labels are useful, because when we talk about objects, it is key to discriminate between what speaks to you and what does not. The discriminatory nature of our brains allows us to make sense of our physical worlds, and in that context, deciding when to stop searching for additional information and commit to a choice becomes an organic chore.