Having Balance in Branding and Communication

Screen Shot 2012-09-19 at 4.38.40 PMI woke up this morning, had a great breakfast, then it was time for my favorite ritual, making myself an Espresso Coffee with my other one love, my super duper Breville expresso machine,

But something tragic happened. I put some Organic Valley Cream in my coffee and felt repulsed as I went into sweetness shock. I’m not saying Organic Valley Cream is over powerful or bad, it was the fact that I’m not used to sweetener in my cream and I was totally unaware I bought French Vanilla Creamer.

This is an example of when branding unbalances and interrupts basic communication.

If you see the letters of where the “French Vanilla” is in the design, you can see its hard to miss and its a little washed out from the lighter background. They obvuously have had problems with this because they stamped in big red letters FRENCH VANILLA, but I still missed it because the cap of the container is covering it. It might not be hard to this shot, but put on a eye level shelf its easy to miss.

This is exactly why you can’t do what I call Over Branding Branding a design to the point where you are interfereing with some basic and nessasary communication.

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