To buck (conventions) or not

Sundays are usually a supermarket run for me, and, aside from getting out of the house for a bit, it’s an opportunity to walk around, explore and examine packaging and products on the shelves.

This week, as I was finishing up, I walked down the aisle containing feminine hygiene products (I think it’s also where the hand soaps are placed, since that’s something I was picking up). As I walked down the aisle, I caught these out of the corner of my eye:

Veeda-tampons-boxes

Packaging for Veeda tampons

I saw these and stopped, because they were unlike anything else that was in the aisle.

And that’s the point. So often we talk about the need to either follow design conventions established by the market leader, whether in iconography, typography, or color usage (notice, for example, that most colas are in red cans, following color standards established by Coca-Cola). On the other hand, there’s the opposite– the opportunity to lay stake to a segment of the market by differentiating from the rest of the pack. But a lot of times both approaches can miss the mark, either because of an overzealous approach to differentiating, or as a result of timidity and being afraid to actually be different.

So I found the Veeda packaging to be refreshing. To me, it managed to accomplish both. It stuck closely to some of the conventions, while steering away from others. The look and feel of the typography definitely has an air of femininity to it. The use of a simplified plant illustration, the 3-color palette on kraft stock– a stark departure from the glossy, varnished, high-contrast color palettes that have become commonplace, suggests an earthier, planet-friendly product.

Note: I checked out their website, and I found that affordable, planet-friendly products are an essential part of their story.

So, I say to the folks at Veeda– good job! You’ve managed to walk the line between common and uncommon, and made it look effective.

The shortest path isn’t always

They say the shortest distance between two points is a straight line.

But sometimes the shortest distance isn’t the most efficient. And sometimes, the most efficient is not the most effective.

People constantly look for the shortest path, when what they need to be looking for is the most effective.

Metal men (and women)

Lately, bluster, brashness and sheer loudness has become almost synonymous with strength.

This is a false equivalency. Look at metals. Gold is a bright, shiny, attention-getting metal. But when put to the test, it turns out to be quite soft. 

Iron, on the other hand, is by comparison, almost inconspicuous and, well, dull. But it’s extremely strong and durable.

In the long run, it’s better to be iron.

First, do the thing

If you’re doing something just for the money, you’re probably not passionate about it.

If you’re not passionate about it, it’s likely you won’t stick with it.

If you won’t stick with the one thing, chances are you won’t stick with the next thing.

Do something because you’re passionate about it. Don’t worry about the money (or the accolades, or whatever else) at first. That will come when people see your passion.