I recently started comparing two own label diet/low fat brands that reminded me of the Memorex relaunch.

X marks the confusion

Ignoring the naff names (especially “Well you” – sounds to an Englishman like you’re about to be told off), they both use a symbol within the letters to signal an active and healthy person, moving, reaching their arms up.

The “Be Light” one confused me totally. I realised that for months I’d been misreading it as Bexlight. I thought that’s an X in the middle.

Well, get it?

It was only when I saw the WellYou one that I realised why, and that actually the brand is not bexlight. Or maybe it is, and the other one is called Wellou.

I guess designers can’t win on this one. I wouldn’t consider myself a design novice, but if these run-of-the-mill brands can get it wrong, it’s understandable how Memorex can soon look like novices.

Solution? Do a simple test with consumers and count the confusion. If it’s not clear – change the design!