INDUSTRIAL DESIGN: disrupt the pattern

A young Chris Costa was working on refreshing the Scrubbing Bubbles packaging. He walked the cleaning aisle with his mentor who barely slowed, when he turned and asked what Chris saw. Caught off guard his only response was that every trigger bottle on the shelf pointed left.

This simple common trait created a homogenous repetition. So they simply turned theirs around. One small decision broke the pattern. Sales soon rose 10 to 15 percent.

Stay familiar enough that people understand you, then change one thing that makes them stop. Different for its own sake feels strange. Familiarity without distinction disappears.

Same applies to people. In a market crowded with designers offering the same skills and promises, competence is not enough. You need one clear reason to be remembered.

Building something?
Crafted by works with companies on product strategy, industrial design, engineering, UX/UI, branding, packaging, and manufacturing.
[See how we can help →]