In a world competing for your attention it’s great to see Coca-Cola removing the clutter from their new cans and going back to basics. The result is a retro looking can but with a modern flavour which I think will look great on the shelves. Gone are the ghosts of ribbons past, drop shadows and bubbles leaving a cleaner, fresher look.
Maybe others will follow suit and simplify their packaging? I doubt it’ll happen in a hurry, it’s a fairly brave move from one of the world’s largest brands. I think others will have to go through a transitional phase before we see lots of clean design on our supermarket shelves once again.
It’s probably saving them a fortune in print costs too - perhaps they’ll even lower their prices to pass this benefit on to the consumer!
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2 responses so far ↓
1 Elliot // Mar 4, 2008 at 10:35
My suspicion is that Coca Cola have switched to Freehand, and so the software won’t allow effects any more sophisticated than simple outlined text.
2 InvisAble // Mar 5, 2008 at 10:17
I think the redesign of coke has more to do with the psychology of how people perceive a clean and simple design.
They are more likely to think the brand is friendly towards the envirnoment, has more organic ingredients and the company as a whole is more honest. If you razzel and dazzel your customers too much, people are far more aware of the marketing and product design tricks.
Coke spend too much money on advertising and and psychology, for it to be a software change, expecially to Freehand, you got to look at a much larger picture.
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