“Real Artists Ship”

Colin Johnson’s blog


Design Puzzles (1)

What’s going on here?

# _____ DAY

This is the back of the packaging of my protein bar. What’s with the white stripe across the top left? It reads, basically “# _____ DAY, fuelled by 12g of PRIMAL PROTEIN”. Presumably the the # is a hashtag marker, and there is meant to be some text between that and “DAY”. Is this some kind of fill-in-the-blank exercise? I don’t think so, it seems rather obscure without any further cue. Did it at one point say something that they had to back away from for legal reasons: “# TWO OF YOUR FIVE A DAY”, perhaps? If so, why redesign it with a white block? Does packaging work on such a tight timescale that they were all ready to go, when someone emailed from legal to say “uh, oh, better drop that” and so someone fired up Indesign and put a white block there. Surely it can’t be working on such a timescale that there wasn’t time enough to make it the same shade of red as the rest, or rethink it, or just blank out the whole thing. Is it just a production error? At first I thought it was a post-hoc sticker to cover up some unfortunate error, but it is a part of the printed packaging. A minor mystery indeed.

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