RHINO tests new pack designs. Here is the breakdown of Axe Bodywash AXE: PASS BL
By Oliver Bradley · October 6, 2026 · Curated by George's Blog
RHINO tests new pack designs.
Here is the breakdown of Axe Bodywash
AXE: PASS
BLUE LAVENDER: FAIL
Mint + Amber: FAIL
The only word a shopper can read is AXE.
The variant name BLUE LAVENDER and the fragrance notes vanish against dark botanical graphics because the visual contrast fails.
Don't AXE your new launch by trusting boardroom sign-offs and subjective design opinions.
Shopper behavior in the aisle mirrors digital.
-------------------------------------------------
Shoppers do not stand in a supermarket aisle reading packs like books.
-------------------------------------------------
They scan, spot, and decide under pressure from 1 to 3 metres away. They feel under pressure as someone is coming down the aisle with a trolley and likely to "butt-brush" them, squeezing past - so they are under pressure to decide fast and move on.
A pack that fails contrast, text size clarity, and hierarchy gets walked past on a physical shelf just as fast as it gets scrolled past on a 6-inch phone screen.
Packaging sign-off should be a repeatable, data-driven test.
If shoppers cannot read what variant they are holding, they walk away without buying.
RHINO now tests pack designs. Have you tested your 2027 launches?