In this final edition of our packaging series we're going to look at some more marketing strategies of packaging where what you see on the outside is not necessarily what you get on the inside.
When you think about it, some of the most interesting packages are those that are actually part of the product itself.
Take deodorants.
There is one in particular that is so fancy looking you have to wonder if what's inside is not only going to keep you from stinking like a pig but also cure your baldness and pop a genie out of a bottle. I'm referring to Caix Extreme. The cap is kind of a dome shape that looks like something out of "The Day The Earth Stood Still", the lettering on the bottle itself is hard to describe but appears to be a combination of cartoon and south sea island font, and the colors are blue and pink on a brown bottle. Actually it looks more like something you'd pour in a glass.
Then there is the Caix For Girls. This is a pretty light blue color to the bottle with lettering that looks like something out of a Barbie Doll commercial. Plus there are some little flowers pasted on the bottle for good measure. This is definitely not something you would ever find a guy using. At least you wouldn't think so.
Of course you've also got your fancy deodorants like Tommy Hilfiger. Plain black bottle with plan white lettering that runs from top to bottom instead of from left to right and tilted to the right. They probably think this kind of packaging lends an air of mystery to their product. Most likely what's inside isn't much different from your local Shop Rite store brand.
Then you've got your really exotic deodorants like Heno di Pravia. The yellow bottle has a shape not too different from a voluptuous female's. It's got a nice fancy lettering to it and a logo at the bottom that almost looks like a danger sign for radioactive waste. Thi s is one strange deodorant package.
And then you've got the deodorants that go to the absolute opposite end of the spectrum and as far away from commercial looking as possible. A perfect example of this is "The Self Health Resource Center" deodorant. The bottle is in the shape of a medicine prescription bottle and actually looks like a prescription drug with it's straight laced lettering and formal instructions for use. This stuff better not only get you smelling good but cure your allergies besides. The funny thing about this deodorant is that there's really no name to it. It just says Deodorant on the top of the label. The Health Resource Center is just who manufactures the deodorant. You'd at least think they'd give the thing a name.
Yes, deodorants have some very strange, exotic and downright puzzling packages that you never get to stop looking at because it's part of the product itself. This has to further reinforce what you're looking for the next time you run out to get your next supply. Packaging is an amazing psychological science and as long as we are able to understand what goes on inside the human brain there will always be packages to cater to that brain.
Now if only they'd make packages we could see through.
Oh wait! They already do.
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Michael Russell
Your Independent guide to Packaging
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