Brands Keep Pace by Eliminating Racist Packaging Imagery

摘要

The May 25, 2020 murder of George Floyd is powering a tsunami movement against racism, along with its symbols, including those on packaging. According to press releases, the brands, Mrs. Butterworth's, Cream of Wheat, Uncle Ben's, Aunt Jemima, and Eskimo Pie, will undergo packaging changes. Matt Reynolds' 6/23/2020 article "Packaging No Spectator in the Social Movement" (pwgo.to/5680) provides an industry insider's perspective. He reminds that packaging, through its imagery, communicates societal/cultural norms and that, therefore, packaging imagery should keep pace with changes in those norms. There's another perspective: that of what kinds of changes are feasible. Beset brands variously have described forthcoming efforts as review, retire, and evolve. Even without additional details, it's safe to say that the brands face different options, in reflection of the nature and extent of their racial insensitivity. What the brands face in common, however, is a new type of package research and design, wherein names and mascots are liabilities and expendable.