In a study done on potato chip bag labeling, it was found that there were two general types of packaging, with respect to vocabulary:
The first used 8th grade vocabulary and focused on appearing to be “plain-speaking” and “genuine” – these packages were for lower-end chips (Lays, Utz, etc.) and targeted buyers of same.
The second packaging used 10th-11th grade vocabulary with phrases like “hand-raked” and “crafted” – this packaging was used for the higher-price chips (Boulder, Kettle, Terra, etc.).
Not surprising, perhaps, but fascinating in any case!
The study was done by Dan Jurafsky, at the Stanford University Department of Linguistics.