What feels obvious to you may be completely invisible to your customer. A while back, I wrote about Lay’s discovering something surprising. A large portion of people didn’t know Lay’s chips were made from real, fresh potatoes, where competitor Pringles used nothing but potato flakes. So Lay’s put a potato image on the bag and spelled it out. It worked. And now Tostitos is doing the same thing, ’cept with corn. The old bags led with claims like “no artificial flavors, colors, or...