The results showed that although the proposed milk redesign was relatively successful (50% of the user group chose it), people did not really trust it due to the absence of a brand. The clarity of the design translated itself into a cheapness. The absence of a brand name on the Paracetamol box was crucial, as nobody (0% of the user group) was willing to choose the pure information-led design. The general feeling was that, although clear, it could not be trusted. One participant expressed the general feeling by saying: 'Never heard of it, could be a dodgy import.'

The Research Associate then took the packs through a further design iteration, reinserting logos of existing super- markets and enlarging the titles. On the milk pack, a richer blue used. The Paracetamol pack became white with two different kinds of blue in an effort to avoid associations with cheapness and suggest a more serious medical look. A decorative element was introduced (light blue circles representing tablets), although this still retained an informative quality. This time, 75% of the user group chose the redesigned 'branded' milk pack (in comparison to 50% before) and more than 80% chose the new-style 'branded' Paracetamol (0% before).