SHAPE & RECOGNI T I O N How important is the shape? Shape of a bottle cap is very recognisable among people. It owes this recognition to the simplicity of the shape and the fact that it hasn’t changed throughout the years. Most of the beer companies create bottle caps in the exact same way, only changing the design on top. That is because a metal cap is a great way of sealing the bottle. Also it is something what people expect to see now. They’ve learned to associate this shape with beer. It became so well known that even when you turn it to the back and flatten the cap people would still know that it is in fact beer bottle cap. All of this recognition lies in the shape,
texture and material used. From a designers point of view it only indicates that things, which people consider to be trivial in fact make a huge difference. The shape or texture of a product gives the consumer a whole different experience. This is why brands don’t want changes, but prefer to stick with current shape of a cap.