An interesting thing happened on the way to the restroom. We'll get to that. We discuss the need for clear communication on packaging a lot at Mirus Group. We've always been proponents of clean messaging but lately aggressive competition for shelf space has fomented a chaotic battle.

How does this relate to the ubiquitous restroom symbols? Communication. Why isn't the handicapped symbol for the ladies' room female? Should it be? It's not a "women and handicapped men"'s room. Should a parking space have both a male and female handicap symbol? For that matter, should a STOP sign have "THEN GO" underneath the word stop? Of course not. Here's why:

It all comes down to saying precisely what needs to be said as singularly as possible. When elements start to pull double duty they suffer. The symbols in the image each have their own purpose. One gender; one accessibility. Arguably you could have just a male handicapped symbol and a female handicapped symbol with no standalone gender icon. Wouldn't that be simpler? Nope. For restrooms lacking handicap facilities you'd still need the "traditional" gender figures - that's asking people to process too much of a difference across the two icon sets - gender and accessibility -  for no good reason.

Every package wants to be unique, even as it fits within its category. However, consider how much in-store self-educating your consumer has to do when your elements pull double duty. Are you using a key color to meaningfully differentiate, or just to make everything different? Does this single icon really benefit by trying to communicate two unrelated product specs?

No one will hear you if you whisper, but no one will understand you if you scream. Packaging must speak, and speak clearly and cleanly.

We're here to help you focus on the winning message.