When I decide to purchase a product from my grocery store’s weekly flyer, I naturally look for something that matches the picture they used in the ad. Usually, this works out well, but sometimes they use an old or mismatched photo that actually throws me off course. In other words, I end up looking for branding and color schemes that are nowhere to be found. This makes me wonder: how much can the actual product differ from the one shown in the ad before it starts to cause problems for shoppers? As this gap widens, you eventually reach a point where no picture, or a generic one, is better at leading customers to the advertised product than a photo that doesn’t match the real thing.