Coca-Cola is switching gears with a new packaging strategy, according to AdAge. Their focus is going to be on variants of Coca-Cola rather than on separate brands depending on consumer desire.
Earlier this year, Mr. de Quinto told Ad Age that loyal consumers “always have loved the brand Coca-Cola.” But “there are moments when this consumer wants to reduce their sugar intake.” In those cases, Coke was forcing people to buy into a completely separate identify, he explained, referring to Diet Coke and Coke Zero.
He goes on to describe how this strategy implied that the product wasn’t really for everyone–that it wasn’t all inclusive–and that’s an intriguing notion.
Proposed product lineup. Photo from Coca-Cola, used at AdAge
Same family but no different–they’ve changed nothing about the product.
From an aesthetic standpoint, I love this strategy. Everything feels like a product family, the approach is clean, and the rationale surrounding it seems rather intriguing. By positioning these options as variants of Coke, rather than separate products, I wonder if it will create confusion in-store or if this will seem like a natural evolution for consumers?
Overall, I’m curious to see what it looks like when it is introduced later this year.
Guys, you can be proficient in one or the other, but knowing both disciplines is key to creating a successful product.
I’d have an idea and then find others to pay to make it. This hurts your soul. Yes, money is a wonderful tool, but so is hard work. I want to challenge you to step outside of your comfort zone and learn how to make things.
If you’re a developer, you should understand that learning design is a nebulous process. I recommend you focus on the principles of UX design. It will help with what you build while you do programming exercises. Additionally, learning interaction and visual design both take lots of practice and time. You have to develop a feel for it, which won’t happen quickly.
This article includes a great list of resources for getting started, I highly recommend it.
In principle, it is a great idea for designers to understand business principles, but I’m not certain that we should discourage the learning of one of the core disciplines of design and one of the toolsets needed in this world that we live in. Strategic thinking requires understanding the ebb and flow of business and how the consumer thinks and reacts. Design is as much a part of business as anything else is–the two are inherently inseparable–it’s just that good design is not always a part of the strategic thinking of the business world.
All of those things are good — mandatory even. But for us to truly understand the best way to help a business we have to start focusing on what makes the business successful. We must first understand business in general. Then we will better understand where craft is important (and where it is excessive).
Instead, designers are often seen as someone that needs to have the important business goals explained to them in the most basic of ways. I think our suggestions about design would carry a lot more weight if we were able to have insightful conversations, and offer valuable suggestions about core business principles.
I can’t argue with that thinking, but that’s why design has many moving parts. So that some can direct others with the larger business strategy in mind.
While I believe the post1 I got this information from is referencing only men, the advice is fairly solid and can apply to any adult. These are things that can be done better by me in my public and private life.
1. A man has public decorum. He opens doors for ladies and his elders as a sign of respect; likewise, he walks on the side of the curb and he offers his jacket. He minds his P’s and Q’s at all times, whether he is with the janitor or the CEO. A man never makes anyone wait for he is always on time. A man is never rude.
This one in particular is one that I find to be of the utmost importance (is never rude and minds manners), and any time I fail in following it, I am extremely disappointed in myself and my actions. I hope to get better every day and to be a better person tomorrow than I am today. I know as a human being I’m prone to failures, but I take each and every one of those failures personally and to heart.
When I mentor anyone that hasn’t done much work in anything other than print design, I always ask that they study and learn to code so that they can understand some of the constraints that exist in the medium. Erik Spiekermann adds another very compelling reason to my list. Communication.
You have to learn if not to code at least to appreciate code, to understand code. Because code is what nuts and bolts were a hundred years ago.
If you don’t know anything about mechanics, you can’t survive in this world. If you don’t know anything about how a computer works or code works, as a communicator, which is what a designer is — the interface between machines and man, that’s what we are. We are the interface, we interpret what the machine says into visible language. If you don’t understand how the machine works, you’re going to be laughed out of the room by the engineering guys, because you can’t communicate with them.
The other fun thing I enjoy is seeing these designers break the conventions commonly found in UI design. That to me is a way to move forward, and I love it.