Cognitive TeardownATEC 6332.501 Cassini Nazir

Jess ie Porter

Venom Energy

Venom EnergyWho is the Audience?

1. Age group: 18 to 34

2. Most popular among:

• Sports• Indycar and other sports such as dirt bike racing and skateboarding.

• Bars• As a mix with alcohol

• Gamers• Game players are targeted because of their tendency to play games for

long hours / late at night.

Venom EnergyThe top energy drink brands - 2013

Redbull

Monster

Rockstar

NOS AMP

$3,433,000

$3,147,000

$821,000

$274,000

$239,000

2013 Sales

Venom Energy

Creativity

Proficiency

Usability

Reliability

Functionality

Higher needsBasic needs

User Exper ience Hierarchy Of Needs

Currently Venom Energy’s design is convenient. The

product works as it should and is easy to use.

Venom Energy

Poor ly Applied Design Principles

1. Highlighting2. Color3. Propositional Density4. Iconic Representation 5. 80% / 20% Rule6. Readability7. Legibility 8. Modularity9. Priming10.Constraint 11.Signal to Noise12.Veblen Effect13.Proximity14.Performance Vs. Preference15.Von Restorff Effect

Venom Energy

Highlighting

Because the single color on the can is used in over 40% of the design it is Difficult to tell what is important info…It can be difficult to find the ‘fruit punch’ title on the can because there is no differentiation between the typeface or color. It is also the smallest text on the can…

This, again, contributes to the problem with modularity.

Venom Energy

Color

Symbolism is used poorly.

The color red identifies with danger

In many cases, the color red is also identified with fruit punch. In this Case modularity could have been improved by making the fruit punch Drink red instead of the original flavor.

It is hard to identify the drink ‘flavor’Based off of the colors used… Yellow – MangoPurple – Low CarbOrange – Fruit PunchOriginal - Red

Venom Energy

Propositional Density

The eye mimics the fang

The gradient does notAppear snake-like. Alligator?

The most representative icon is pushed to the bottom left…

Am I going to be poisoned?The design tells me this is dangerous and could push customers away.

The fruit punch drink is called ‘Death Adder’, a type of snake.

Venom Energy

Iconic Representation & Signal to Noise

The design does not utilize iconicRepresentation, the top and bottomare cluttered with text and the Background is noisy.

The design could be improved byUsing a symbol on the can to translateTo the user what they are purchasing.In other words, using the 80% / 20% rule.

The design is too noisy and recognition could be improved by removing unnecessary elements…

Venom Energy

Legibility & Readability

The typeface of the logo, while unique,Is unpleasant.

Text that is too small and highlighted poorly

Is this necessary? Or should the flavorAnd modular name be combined?

Unnecessary highlighting

The gradient makes text difficult to read.

Venom Energy

Modularity

The modularity could be improved by taking the design a step further and distinguishing The flavors in a more dramatic way.

Venom Energy

Signal to Noise

The design includes a gradient background That creates unnecessary noise and distract from important information, making type less visible.

This can be improved by using a black background.

Venom Energy

Priming & Constraint

The snake eye and fang prime the Prospective customer to either notPurchase the item or consume it Because of attraction to danger.

The design may be more attractive to a younger audience because of the characterization of the drink.

The way this design is perceived leverages The psychological restraints on it. The Symbols and text use may defer possible Customers.

Venom Energy

Veblen Effect

Venom energy can be found for a Lower price than other energy drinks,In most places. This may be a way toTry and sell to more buyers but canHave the opposite affect…

Customers would rather buy a productAt a higher price.

For Example…

160z. $3.99 160z. $2.50

Venom Energy

Proximity

The design separates the name of theDrink and what the flavor is.

Because proximity is not utilized it isHarder to understand why there are Two names for the drink that areCompletely unrelated.

Venom Energy

Performance Vs. Preference

The twist cap is an example of performance vs. preference.

Generally, a 16oz energy drink doesNot have a twist cap because it is Drank before the need is there. This is Something I have not seen by other Companies unless the drink is 24oz +

It does not seem necessary to haveA twist cap on an average size can. This is something that is categorized

as preference.

Venom Energy

good use of des ign pr inc ip les

1. Alignment2. Symmetry3. Threat Detection4. Consistency5. Figure Ground Relation6. Top down lighting Bias7. Mnemonic Device8. Picture Superiority9. Common Fate10.Similarity

Venom EnergyVenom Energy

Alignment & Symmetry

All the elements are center aligned.

This works best on a cylinder shape

The text of venom uses symmetry To balance the title around the eyeAnd draw the viewers eyes upwards.

Venom Energy

Threat Detection

The can uses threat detection byPortraying a menacing eye.

This makes the design pop in a groupOf drinks.

Venom Energy

Consistency

The design is consistent throughout The modules. This makes it easier toIdentify as a group.

Venom Energy

Figure Ground Relation

Putting the text at the bottom of the can makes it a figure element. Making it better remembered and more visible than the text at the top.

Venom Energy

Top down lighting Bias

The image of the eye is lit top down.

Based off of the shadows and highlights It appears to be lit from the top right, making It appear more natural despite the clash of texture.

Venom Energy

Mnemonic Device & Picture Superiority

The design utilizes the eye of a snake, relating to the Name of the product (Feature-Name),this along with the fang-like V in the product name make it easier to remember and recognize.

The design presents the image as the most important feature of the design, using picture superiority to help prospective customers recall the product.

Venom Energy

Common Fate

Because the elements of the design(the eye and title ‘Venom’) are curvedIn the same direction they can be viewed as an object. The title acting as the ground and the eye as figure.

Venom Energy

Similarity

The similarity of the images and textAre related to snakes, using categories To distinguish between the different drinks. This is a great idea and could be further utilized in an improved design.