If you are launching something new, always make sure that consumers know what it is, and what it’s for.
Have a look at this new product launched from Fairy. Quite a pretty looking design in a snazzy bespoke spray trigger. The question is, what is it?
It proudly proclaims, “skip the soak“, then shows icons of a pan and a dishwasher and a hob surface. Now, I consider myself fairly intelligent but I was bamboozled by this one!
Do I spray it in the dishwasher or on the products that are in the dishwasher? Also I don’t understand the relevance to ‘skip the soak’ when it comes to surface cleaning? Surely that’s a different thing?
Confusion ruled based on the naming strategy and choice of supporting icons.
For me it ‘skips’ two key fundamental points. What need is it meeting and how do I use it?
If you are launching a new product, you have to be clear to the consumer why this has been missing from their lives for so long, if you add to the confusion rather than solving a problem you’re actually creating a new one
#Marketing, #Design, #BrandDesign, #Packaging
