Have you ever brought home the wrong kind
of canned tuna from the grocery store or noticed how
much time you spend trying to find the right canned
tuna on the shelves? If you have, then read on.
If you haven't, you
may have trouble with this one.
I think one problem is that there are a lot of
different "dimensions" to canned tuna. There is
the brand, the size, the type of tuna, and type
of liquid in the can. And all of the tuna cans
look like, uh... well... tuna cans! Selecting
tuna requires at least 4 decisions and it's
easy to forget what all of the decisions are without
looking at all of the tuna. For example, do I want
"chunk light", "chunk white" or "solid white"?
Lets see, two of the choices have "chunk" and
two have "white" so I have to remember that
we like both "solid" and "white". (Aren't chunks
solid and isn't white light?) And don't forget
to get the tuna in "spring water". If you bring home
any tuna in vegetable oil its going to be
sitting on the shelf until the next earthquake.
No wonder I have trouble grocery shopping!
There is a basic tension between
making things look the same and making them
look different. You want the canned tuna to
look like other canned tuna so you can find it.
But you also want the different kinds of
canned tuna to be identifible. One suggestion
would be to figure out a way combine the
different canned tuna dimesions into an integrated
For example, for solid white tuna in spring water,
have an image of a whole white tuna jumping out
of water. For chuck light tuna in oil, have a couple
of chunks of tuna floating in oil (Humm... doesn't
sound very appetizing, does it?). The idea
behind this scheme is that it would be easier to
an image of what you want than to try to remember
all of the verbage. Of course we'd have to
usability test it
to make sure we weren't making things worse.
to make life easier might be to organize
the tuna by type rather than brand. Put
all the solid whites in spring water together.
At least it would make it easier to compare prices.
found out the best way to pick the canned tuna I
need to buy. Just look for the highest prices and
that'll probably be it. Kind of depressing, isn't it?
Michael J. Darnell 1996-2010. All rights reserved.