Case Study: All Waters Are Not The Same
Posted by Plish on November 12, 2008
Take a look at the above picture. Which one is designed less than optimally? It’s actually ironic. There are three different approaches to optimizing the water pouring experience. However, one product doesn’t do the best job of addressing what happens before the bottle reaches the consumer. Think about it.
You take your bottle of water off the shelf and bring it to the register. You place it on the belt and the cashier scans the bottles price. It doesn’t scan.
She tries again.
No dice. She turns the bottle on the side and it finally scans.
The center bottle of Ice Mountain has its barcode above the level of the scanner.
A quick rendering (below) of the alternative shows that it looks pretty good. Reading the lettering is harder in the mountains. My guess (and no offense to Marketing) is that the decision to have the bar code higher was largely an aesthetic decision. A creative and very cool, grippable bottle makes a sacrifice in design that the folks at the cash register have to pay for.