The Selfridges ‘No Noise’ products are anything but ‘debranded’. Branding is more than a logo, and on all of the ‘No Noise’ products other equities like colours, graphic devices and pack structures are intact.
One of the key challenges of design research lies in achieving context. Consumers don’t respond to design in isolation and that’s why simulating the context in which they are exposed to design is crucial.
‘Sustainable’ products with simple emotive pack designs are more likely to be chosen by shoppers than those with a scientific or more rational pack design, even if that product had the best environmental credentials on the shelf.