I wrote a post a while back about a conundrum I faced—which side of a can of Red Bull should display the label: the side facing the customer or the drinker? On one hand, I argued, people want others to notice what they are drinking, so it is important for the logo to face outwards.

Earlier this week, a reader commented that the logo wasn’t that important – the unique, narrow shape of the can was how people would recognize the brand. I thought this was a good point, and it reminded me of something I’d read frequently in interviews with Matt Groening about the importance of profiles or silhouettes in design:

The secret of designing cartoon characters — and I’m giving away this secret now to all of you out there — is: you make a character that you can tell who it is in silhouette. I learned this from watching Mickey Mouse as a kid. You can tell Mickey Mouse from a mile away…those two big ears. Same thing with Popeye, same thing with Batman. And so, if you look at the Simpsons, they’re all identifiable in silhouette. Bart with the picket fence hair, Marge with the beehive, and Homer with the two little hairs, and all the rest. So…I think about hair quite a lot.

Of course, everything has a shape, but I think it is common to overlook the effectiveness of profile. Too often, I think, we focus on the content rather than the container and profile simply is simply what emerges. What Groening is saying, I believe, is not necessarily to do the opposite, but that a strong design works even when it is reduced to a mere outline.

Read More...

I was on campus today taking care of some business and I had occasion to indulge myself with a Red Bull. While I stood there drinking, I started to think about which direction the label was facing. I could say I did this because I’m a designer and I’m always thinking of such things, but the truth is that I was concerned with how I looked holding that can in my hand—I’m narcissistic like that. I mean, this is an expensive soft drink; movie stars drink Red Bull. So can people tell that I’m drinking it? Do I look cool?

In this case, the answer was no. The label was facing me, so people were getting an eyeful of Nutrition Facts. I thought to myself, “what a wasted opportunity”. But as I began to think about it, the problem was more complex than I’d first thought. It's a narrow can. There's only enough room for a label on one side. So which is more important? Having the label face the customer so it builds association from the shelf to the first drink? Or facing the label outward, to advertise to others that someone is drinking the brand? I think it’s a tough choice. Fish or cut bait, right?

As I quaffed my caffeinated corn syrup, I turned this problem over in my head, but I couldn’t come up with a solution that would satisfy both goals. Everything I thought of was too complicated. When I came back to the refrigerated case for more “research”, I stumbled upon a profound solution, Zen-like in its perfection.

Do nothing.

What I noticed, as I looked over the cans, is that the placement of the mouth is completely random. I assume this is just a quirk of the manufacturing process. On average, the label will face out half of the time and face the drinker half of the time. Pretty elegant, I must say.