"Looked great in the boardroom" as Martin Lindstrom says, but on-shelf poor cont
By Oliver Bradley · October 10, 2026 · Curated by George's Blog
"Looked great in the boardroom" as Martin Lindstrom says, but on-shelf poor contrast text killed it.
That is the verdict from RHINO after auditing Bodie'Z Fizzing Sherbet Electrolyte.
In fact, if you don't read it properly, it looks like a sweets launch.
Variant flavour ("Strawberry Lemonade"), pack count (30), serving size (5.6g), Electrolytes, Magnesium, and "Rip . Fizz . Feel" all fail.
The cause is magenta and red text printed over a coral pink background. It is impossible to read, let alone glance-read in a fraction of a second. They failed to test for contrast on physical packaging before even considering the other shelves: Digital, Agentic, and Social.
If shoppers struggle to glance-read the brand, the variant, or the critical text, you shrink your audience. Shrinking your audience takes money off the table.
Readability Drives Revenue. Unreadable is Unsellable.
RHINO now tests pack designs upstream to fix colours that fail before launch.
Win the first glance, because you might never get a second look.