Once upon a time, there were two packages: Package Modern, and Package Exotic. These packages contained the exact same ingredient: Organic cacao powder. However, not all organic cacao powder packages are created equally. These two rivals each told a different story.
Package Modern, as indicated across the top of his groovy bag, tried to appeal to the "modern lifestyle"; to busy moms and families seeking a powerful health boost as they rushed between sports practices, classes, and workouts at the gym. His appearance shouted a message loud and clear, even if his beholders only perceived the message in their subconscious: I am modern; I am pure. The plain block shapes, the basic sans-serif fonts, the limited color scheme, and the simple silhouette illustrations all contributed to this message.
Package Exotic whispered another tale. Her design spoke of other lands, sparking connotations of places rustic and wild. The loose "Dagoba" title, the strong serif fonts, the seemingly stained and ripped banners, the calm and earthy color scheme, and the faintly seen, elegant, detailed illustrations all suggested a message of exotic value, as if the contents were obtained through careful trading with natives in a country far away. Package Exotic invited her beholders to travel to an adventurous place of their imaginations, and to partake in something old and clean of unhealthy modern pollutants.
Two packages told a different tale, yet each had the same audience and the same mission: To convince a consumer to purchase one of them, and not the other. Which package design do you think was successful?
If you were walking through a store, which would you buy?
No comments:
Post a Comment