For years, I thought my mum had a friend who made strawberry jam.

I’m talking, years and years. Turns out there is no berry-preserving mate and it’s simply a global brand pulling the wool over my eyes.

How did they commit such trickery? Through the use of category codes. I’m gonna break this idea down today in an episode I’m calling…

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What are category codes?

Think of it as a short-cut. A category code is a visual or structural element in design that people have come to recognise over time. It’s like a signal or unwritten rule that everyone understands. A couple of quick examples that you will nod your head to:

Kraft paper = natural
Green leaf = sustainable
Slim can = energy drink
Chalk board = farmers market

These codes live deep in our memory structures as the associations have been built over years and many repetitions.

Why leverage category codes?

A lot of marketing is about standing out and being distinct. So why on earth would you want to do something that is literally the same as everyone else?

Because these codes give us speed. They allow shoppers to make quick identifications and reduce friction. If we can lower the barriers to help people find what they need, they are more likely to find our brand.

Why do 5 different laundry brands all use the same stylised icon?

This icon isn’t controlled by a universal body of laundry alliance. It’s just a design element that has become a category code to communicate pack size in the detergent aisle.

Sure, you could come up with your own icon that suits your branding.

But when a shopper is glancing across 5 different products, looking for what they need, there’s an advantage to presenting the information in the same way.

5 brands that play with codes to their advantage

Your job is to figure out when to adopt your category codes and when to break them. I’m not going to go into ‘chaos packaging’ because I’ve recently written about that here, but I’m going to give you some great examples of brands adopting codes from outside their categories for fast, effective communication.

Milk Lab

There’s a couple of things going on here. First, they’re using the old “milk man” style bottle in a line drawing to help ground the product in the category.

Then, the layout and design identity leans more towards ‘skin care pharmaceutical’ - lifting these codes and transplanting them into milk. This gives the impression of science, at a glance but also leans into the idea of ‘clean’.

Nescafe Roastery

Nescafe is known for freeze-dried, instant coffee. Not very flash. So to go a little more ‘up-market’ with a premium range, they’ve taken design cues from broader kitchen trends like copper accents and matte black finishes. This helps to communicate ‘different’ to the rest of their range, but also lifts the product design to feel more luxury.

Bonus point: I designed that kettle and toaster back in 2017 (I’m telling you this to impress you, it’s irrelevant and I’m purely bragging).

DC Coffee

If you want to communicate “black, dark and strong”, then co-opting cues from the world of metal is a good place to start. DC Coffee blend comic-book style illustration with a hint of heavy metal to sell you the message of intensity.

p.s I’m wearing a black sabbath tee today and I buy this coffee occasionally, guess it works?!

Vogel Cereal

If you wanted your product to come across as simple, unprocessed and rich in heritage, what would you say about it? You could make all sorts of claims. Or, you could adopt the category codes of vintage supermarket visuals and let the design do the talking.

I like this because it plays to the subconscious in a visceral way. You don’t immediately notice it, but you feel it.

The King of Code Theft

I’m gonna jump back to that earlier jam anecdote. If my earlier description didn’t trigger the brand in your mind, I’m sure it’s familiar to you.

I’m talking about Bonne Maman - a French jam.

The name Bonne Maman translates to “grandmother” and the design deliberately evokes the warmth and nostalgia of homemade French preserves.

The handwritten label, the shape of the glass jar, the gingham lids - these are all ‘codes’ they’ve lifted from home made jams to give a sense of trust and quality for consumers.

In my mind, I imagine this jam is produced in a kitchen. The reality is, it’s a global brand and the product made in a factory before being shipped around the world. Hardly ‘authentic’, but still beautiful nonetheless.

How will you use this power for good?

As you may be able to tell, I’m a little bit obsessed by visual communication. I love sharing these examples because my hope is that it sparks an idea and you go on to create something interesting in the world.

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