the grass is greener on the internet


If you learn nothing else from Tropicana…
February 24, 2009, 11:06 pm
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Yesterday we got the news that PepsiCo has withdrawn its latest packaging for Tropicana juice.

Brandcurve’s post on the topic several months ago was bombarded with comments about how much people loathed the design.

The new design cut back to simplicity with clean lines, simple pictures and bright colours contrasted with white space. In theory, a bit like Apple’s design concept.

So what’s so bad about it?

I have two words for them: subconscious cues.

In the f&b world, simple design reminds us of generic home-brands. It doesn’t try and impress us – so it just doesn’t.

For Apple, minimalism means making complex technology look simple and accessible to us.

Context is so easy to forget sometimes.

But context determines how we interpret the world, and that’s one of the key things branding consultants need to understand.



Save your sensible and something else…
November 23, 2008, 1:59 pm
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Was staring at that cute new Spring Valley ‘Save your sensible’ outdoor (something about being forgiven for waking up in a park with strange bruising) when I noticed the way their website is written.

Can’t find a pic but it looked a bit like this:

SAVEYOURSENSIBLE.COM

And quite a lot like this:

Subtle, yes?

You can tell me it’s a coincidence and that they just wanted a simple way to make a long website name clearer…

…but that is rarely the case in AdLand. Especially when the font is the same.

Subconscious cues to associate it with feeling good? I think so!

[Should have known I wouldn’t stay away long :P]