Beautiful design. But can shoppers read what they are buying? A new water pack c
By Oliver Bradley · October 9, 2026 · Curated by George's Blog
Beautiful design. But can shoppers read what they are buying?
A new water pack can look distinctive, but its most fundamental message can get lost.
Here is the RHINO contrast audit for Loonen Water a new launch
• Loonen®: Brand APCA score was Lc 93 (PASS)
• Purified Water: Format APCA score was Lc 24 (FAIL)
• Sparkling: Variant APCA score was Lc 64 (PASS)
The brand name stands out. The format does not.
Shoppers need to know what they are buying in a fraction of a second. When "Purified Water" scores an APCA Lc of just 24, the exact wording that explains the product fails contrast.
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This is why RHINO belongs upstream, while front-of-pack artwork is still being developed.
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Running a measurable contrast check during design review helps teams catch unreadable text before approving artwork.
It moves the conversation past subjective opinions about whether a pack looks attractive.
You see which elements pass and which essential wording fails.
Packaging creativity should never obscure basic communication.
A contrast flag gives designers a clear fix: strengthen the separation between wording and background, then retest the revised artwork. Keep the visual identity. Just make sure shoppers can read what is inside the pack before it hits the shelf. RHINO your pack design.