"Reaction [beta]"
Coke's new design direction 27 Aug 2008
Five years ago, Coca-Cola's new design chief, David Butler, was told: "We need to do more with design. Go figure it out." BusinessWeek takes a look at how he's got on so far...
(Note: At the start of the article, there's a great point about how the word "design" can be intimidating/incomprehensible to non-designers. We also love the idea behind the new aluminium bottle: "It makes the drink feel colder". What a great way to improve the "user experience"!).
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13 comments so far
Tamlyn 28 Aug 2008 06:16 AM
It makes the drink feel colder because aluminium is a better conductor than glass and so conducts heat out of your hands faster, thereby warming the liquid faster. Is that really an improved experience? I suppose it depends how long you take to drink the bottle.
Simon 28 Aug 2008 10:00 AM
@Tamlyn: Hmmm...good point. I hadn't thought of that!
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See it for the first time!!...