I find packaging design really intriguing, though sadly I don’t know enough about the science (or the art) behind it.
But as a plain old consumer (who we in advertising lovingly refer to as a ‘target’) I have my favourites.
Good Packaging sells
While aimlessly wandering through Inorbit mall at Vashi, I came across a rather interesting store called ‘Lush – fresh handmade cosmetics’.
If you think the concept’s yum, wait till you see totally delicious copy on their packaging.
Check out the product description: This thick, rich marvel is so unlike any other shampoo that your hair will think it’s discovered a parallel universe: one where curls soften, relax and shine on command… Apply lovingly, then rinse out thoroughly (this might take a little extra effort due to all the exquisite natural ingredients).
If it weren’t for the constant threat of losing my job in this time of ‘economic downturn’ I would’ve totally picked up that Rs 800 bath gel (FYI)
It’s okay to have some fun
So anyway, I couldn’t afford the stuff so I went ahead and picked up a cheaper yet even more gorgeous bottle from Herbal Essences. It’s a shampoo for curly hair. And guess what its called. ‘Totally twisted’
No, not Brand X ‘for curly hair’. Not Brand Y ‘to get hair like celebrity A’.
Both Lush and Herbal Essences, through design and copy make you fall in love with your hair and by extension their product. There’s something so utterly depressing about picking up a bottle that says ‘for dry, damaged hair’ (that’ll probably never recover)
Biotique’s conditioner is called a ‘hair salad’ and that’s somewhere between being confusing and cute. Depending on what you make of it.
Tropicana changed their packaging. Removed the fruits. And received more brickbats than bouquets. There’s a detailed case on the issue here.