The Ledger
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Rahal: Packaging design must assume consumers are 'stupid and lazy'
“One of my sort of design principles, it's a bit crude, but I think it's a very good approach to packaging design, is like, the consumers are stupid and lazy. Stupid in the sense that they don't really care that much, The brand is supposed to make it easy for t…”
Rahal: Unmatched cultural tones in branding create confusion, not healthy tension
“Cheeky is like English humor, right? ... But, so then, but badass is like American. So I find those two things are at odds. Like, yeah, good brands have great tension, but I don't think those tensions really work. They're more confusing.”