Orbiting the Black Hole of Category Convergence

by Michael Bensinger-Colton, Design Strategy Director, and Rob Swan, Vice President, Executive Creative Director at BrandImage — Desgrippes & Laga

The convergence of semiotic codes within categories in today’s FMCG marketplace effectively create a “black hole” of meaning… as a result, shoppers could respond with confusion… or worse, indifference… how does this happen? How can we avoid it?