My boss at Unilever gave me this advice when working with brand teams: "Never te
By Oliver Bradley Ā· November 5, 2026 Ā· Curated by George's Blog
My boss at Unilever gave me this advice when working with brand teams:
"Never tell them their baby is ugly." š
Every brand manager loves their pack. Every new brand manager wants to do a relaunch.
They spent nine months agonising over font kerning, Pantone shades, and the little teardrop character they created with the design agency. Lovely...but
Then an e-commerce specialist walks into the room, shows them their hero image on mobile, and says it does not work.
Immediate defensiveness. Ego bruised. Meeting over.
The visual proof is on the screen right here with this Johnson's Baby pack.
The brand name passes APCA contrast (Lc 68) and 84% Glance Readability.
The word "baby" collapses down to 20% glance readability.
Head to Toe, Wash and Shampoo, With Aloe and Vitamin B5 in rows 4 to 10?
Completely illegible on mobile screens.
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Telling a brand team their pack fails is an opinion.
They will fight an opinion all day long.
Bring Data Not Opinions. Bring Cambridge University data.
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Running it through RHINO AI removes the personal attack entirely.
The RHINO algorithm is not being rude. The University of Cambridge math simply measures whether a human eye can decode the 4Ws in a split-second scroll on a 6-inch phone using 900 experiments they ran led by Sam Waller testing adults on what they could actually read. Stuff you'll not find in Attention AI tools that claim to measure "clarity". This isn't something Chat-GPT can help you with,
When the RHINO data delivers the bad news upstream, nobody has to insult the baby.
You just fix the contrast, FIX the text size and stroke width and protect the revenue.
Readability Drives Revenue.
How do your digital commerce teams break the news when hero imagery fails on mobile?
Who owns the difficult conversation that "declutter" is absolutely necessary?
#Ecommerce #GS1 #PackagingDesign #BrandManagement #DigitalShelf #GlanceReadability #RHINOAI #MobileReadyHeroImage