Design Evaluation

For my first design evaluation I decided to use Vitamin Water. I remember thinking that this was some pretty cool stuff when it first hit the shelves. It was about two years ago that I first started drinking it, and I remember always really liking the packaging that they used.

There is a lot of contrast used in their design. Obviously color is the first thing that pops about this product. Each flavor is a different color liquid, and in a different colored package. On top of a contrast of color there is also a contrast in the fonts that they use on they bottle. "Vitamin" is typed in a bold font, where as "water" is not bold. I think this provides a contrast and makes the word "vitamin" stand out. I am a fan of simplicity. I think that their design is very simple, very recognizable and very easy to look at.

At a time where it seems like our nation is trying to be healthier, this has really worked for vitamin water. When people see words that represent healthy terminology like "vitamin" and "nutrients" and "anti-oxidants" it really catches peoples attention.

There is more contrast on the bottle with the words, the "vitamin water" logo runs vertically on the packaging. which is not something you see on drinks. I think that this is a cleaver way because when someone is drinking their product (in commercials and advertisements) other people don't have to tilt their head to see what it is. They can read it parallel to the ground.

Quite possibly my favorite thing about vitamin water is the brief story they provide you with on each bottle. My particular favorite one was the one about Paris Hilton on the "XXX" flavor. Each flavor has a different story on it, and they change those stories over time. I think vitamin water is doing things right. Their leading competitor has already gone through at least 4 designs, in the time that vitamin water has had one.

I Like that vitamin water has held fast to the same logo and design. I think that is an effective trademark of a company. Eventually im sure it will change, because all things must change over time to keep up with current demand, however only yielding one design up to this point shows some stability and I think that appeals to people. Psychologically it shows that they are a stable company that is consistent with what they are doing.

Sobe life water is my complimentary product to vitamin water. When these types of beverages first came out I remember trying both, at first I actually liked Sobe life water, but that didn't last long. As I mentioned, Sobe has already gone through at least 4 different designs with life water. Here is their first attempt, and my favorite that they've used.

I think that Sobe did a decent job with this design. The metallic colors seem very "modern" the Simple font also goes along with the idea of being a very modern product. But they changed their design as fast as I was able to buy it, and with that change I am sure that they changed their recipe. It never tasted the same after they changed the design.

The design they had just until recently baffled me. I remember thinking "Wow I have no desire to buy this" when I saw their design at that point. I found it to be awful, this is what it looked like.

For some reason I found this design repulsive. Things that are cluttered, are no good to me. I don't like their font choice for this package. I think this is a poor design. Another thing that was strange to me, was that while Sobe was using this design, life water was always on sale. I remember it was always 10 for 10, or cheaper at any grocery store I would see it at. I think that is in part to the fact that they used a poor design, and also because they changed the flavor. It just is not good anymore.

Sobe just came out with another new design, and I will admit I like this one a lot more than their recent efforts. I think that by reshaping their bottle they not only separated themselves from being stereotyped as a "vitamin water rip-off" but they also dramatically increased their attraction. I really like this new design. I think its a very modern look. It appears simple yet there is a lot happening, however I don't see it as cluttered. I like the contrast of the colors, the different shades of green that are used. Overall I feel like Sobe may have taken a step back towards the good side of design. If it tastes better than I might be sold on it!

I don't think it has been a good idea for Sobe to change their design as often as they have. I think that people become attached to things, and are psychologically and cognitively drawn to something. For to Sobe to change that as much as they have seems to show that they are unstable. At least to this point in their existence. I think that once you have established yourself as a powerhouse of any idustry it is ok to try new things and expiriment. Products and companys like Gatorade are alright to try new things like they constantly do because people already know what to expect and what they can rely on when it comes to Gatorade.

Sobe is a solid product with their other drinks, but since life water seems to have been a consistent 2nd place to vitamin water, makes me think they should stick with something. Hopefully that something is their new design because I think it is solid.