This milk package was conceived by New
York-based designer David Fung. Fung explains,
"This was a personal experiment in form, function, and fun. The goal of this redesign was to use a standard milk carton as the canvas to create a clean, modern, and functional design yet still approachable for the average consumer."
There's no doubt that the package is
clean, modern, and beautifully put together. Its minimal use of color
deliberately showcases the white of the package, perhaps a visual cue
to the whiteness of milk.
The droplet icon represents the liquid
nature of milk. Its length is used, almost like an infographic, to
differentiate the fat content of the milk; longest for whole milk and
shortest for one percent. At the bottom, a tiny 2-D splash completes
the concept of milk dripping from the mouth of the container.
While this design is beautiful, is it
really "approachable for the average consumer"? There is
not much of anything to inform consumers of the product they are
about to buy. The length of droplet and solid colors are the only
indicators of product differentiation. Granted, this is a fictional,
bare-bones package, but still. Is "minimalism" the only
thing about this particular brand of milk that makes it unique, and
if so, why should that make anyone want to buy it? Furthermore, what
do the choice of colors have to do with the type of milk? Was red the
best choice for whole milk, green for two percent, blue for one
percent, and so on? There does not seem to be much of a connection at
first glance--and unfortunately, in a supermarket, one glance is
often all a product has. Unless Ikea decided to pick up this design, on its own, it probably wouldn't fare so well.
To conclude, this is an elegant milk
package for designers, but probably not for many other demographics.
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