Last weekend, We saw an ad on Instagram for a new product: vegan, biodegradable, plastic-free chewing gum. I have never had the desire to buy vegan, biodegradable, plastic-free chewing gum (I hardly ever buy chewing gum actually) but I soon found myself cycling 20km to the nearest Morrisons that stocked it and started scouring the aisles for it like a hound on a scent. Why? Because, in my opinion, the branding and packaging looked great; super colourful with playful typography (respect to
Mother for this design) and therefore, I wanted it.
After all that though, did it taste good, you ask? No. We're honest review is that it tasted amazing for about 30 seconds and then the flavour jumped off a cliff and it was like chewing bland glue.But this blog post isn’t a chewing gum review. However, if the side-effect of a plant-based, plastic-free, biodegradable is a lack of long-lasting flavour but will ultimately benefit the planet; that’s fine with me.
The same weekend my wife and I went for a walk around Victoria Park in East London and stopped off for a coffee in Hackney. Pro tip: while waiting for your barista to pour your over-priced takeaway coffee, to avoid awkward small talk try taking an interest in the place’s interior and look at what other things they sell.
We’ve employed this tactic numerous times and weirdly when actually looking around East London coffee shops the same product is usually to be found, usually next to the brown bottles of kombucha is this brand of ‘hard-seltzer’ aka flavoured alcoholic sparkling water called Something & Nothing.. Every time we see it, one of us goes ‘oh there’s that drink again, it looks nice, we’ll have to try that one day’.
We’re still yet to try it.We have no desire to drink ‘hard-seltzer’. But the only reason it gets a look in is because of its packaging design; the crisp white can, clean typography and a seemingly random photograph (courtesy of design by
Studio AS-CC).I can only imagine the taste of this drink will not live up to its design expectations.
What’s going on here? Are we as consumers being tricked into thinking, if it looks good, it’s going to taste good? Is the old saying of ‘don’t judge a book by its cover’ still relevant? Yes, I know that the saying isn’t literally about books, but every day we as consumers are bombarded with things that require and demand our judgement when all we’re presented with is their outward appearance, be it books, beers or bread.
It’s clever how brands are able to change our perceptions of them and their products through design, but that is our (and my) job as designers to do that and of course, it’s not just about packaging design.