(In)Consistency is the Hobgoblin of Packaging Design

I am a creature of habit. I freely admit this, as it’s something I have in common with most people. Don’t believe me? Okay, riddle me this, Batman, when you go shopping at your local grocery emporium/supermarket/superstore, and you’re looking for a particular brand, what do you look for? If you’re like me (and millions of other homo sapiens), you’ll look for the color, general shape, and size of a package, in order to locate it quickly. This helps me find things and avoid a lengthy search. Now most things are (usually) pretty easy to find at my local Kroger or Walmart. But there are certain items that defy definition of what part of the store they should be found. Instant mashed potatoes, for instance. Some stores put ’em with the 3 minute rice. Some don’t. But as long as I can spot the big red box of Hungry Jack, I’m a happy camper. But my visual shorthand system has come under fire lately, from an unexpected source: marketersContinue reading (In)Consistency is the Hobgoblin of Packaging Design