Hi Adam,
That’s a good question, actually. In real life there are two ways:
A.: I like that xy bottle, we’ll make it. = Gut feeling of the boss.
B.: I feel, we should go with xy, because it communicates 1,2,3 in ways 5,6,7.= Analytic approach.
If you go with approach A, let’s hope the boss is genious. If you try to go with B and be a little more
“scientific” and precise concerning stylistic issues you might want to have a body of rules , so that
you can judge the solutions against it. I am most certain that PEPSI Co. carries a large bag of branding
paperwork and customer research data to underlay it’s decisions.
Oh, wait PESI Co ? Well, they go with A. And we all know that.
yours mo-i
P.S: If I had to direct it, I would select the bottle on the right and add one or two lines. What do I win?