The Ice Cream Designs

I was in a store today and my eyes caught up on something unusual. As a Product Designer, I have a habit of counting and observing minute design details that enhances or destroys User Experience.

In the compartment of the Ice Cream Parlour in the store, I observed 2 different ice creams from the same company but with different designs.

Ice Creams from Kwality Wall's by Unilever . The first one is red in color with brand identity as the primary focus taking more space, the second one is blue in color and has an image of the ice cream which is inside the box listed as well as the title OREO in the primary focus rather than the brand logo.

So what is the unusual thing about it?

The brand inconsistency

When you observe the design of companies like Apple , you will get a consistent feel overall wide range of products.

The logo is at exact same center with a clean design that makes the brand consistent and recall value becomes extremely high. You may not recognize a package from MI but you will remember packaging from Apple for sure.

When Kwality Wall's switched designs the brand consistency was compromised.

The negatives

Observe the design

1. Red color palette
2. Brand logo as prime
3. No details of flavor

1. The red color palette made me guess that this will be of Red Velvet, I should give it a shot. When I opened it, I found it was strawberry. Definitely a bad user experience. The user didn't get what he should get/expected right?
2. Brand logo as prime, which gave my brain a question mark, why they did do this? The main reason here is - they are selling by their loyalty. This ice cream was in the cheapest category and the OREO one is 3X of this one price. This makes sense, Kwality Wall's built a brand value and when they are targeting the low-budget category, brand trust is important. People will at least try an ice cream due to brand trust and loyalty.
3. Flavor was not mentioned in the design, suspense usually brings bad User Experience with it.

The better one

Logo is hidden and kept aside by the company as they knew, people will buy this one because of the taste - OREO.

OREO is written as a primary text and ice cream highlights are shown at the front. We know what we are going to get exactly.

No suspense, we know exactly what we are getting. Direct and targeted design which made User Experience great.

By making what's inside the box clear at the front, they made a good user experience.

I hope you liked this edition, will meet you again next Tuesday.

Thank you for giving it a read :)

Ishank Popli, signing off.