That happened to me the other day when I was walking down the detergent aisle (a too-crowded aisle where every option looks the same). Amidst the typical orange, yellow, and green bottles, my attention zeroed in on an unexpected black bottle.
a BLACK detergent bottle! In a space where every product is trying to sell consumers on the notion of "clean," using black is pretty risky business. What's more, right in the middle of this black is a water-drop shape created from a kaleidoscope of dazzling colors. The effect is an eye-popping boldness that is refreshing and clean. This, I consider fabulous design -- the packaging is not only beautiful and stands out from the crowd, but the graphics also effectively communicate the promise that Cheer will clean your clothes and preserve their vibrant colors. The other detergent bottles appear cluttered and too old school (80's) in comparison.
Further examination of the aisle led me to find a white version of the same design. The distinction is that the white bottles are "free and gentle" while the black ones give you a "fresh clean." My hypothesis is that the white Cheer bottles sell better than the black ones (look at how many have been taken off the shelf!) because it connotes the notion of "clean" better -- or perhaps people just prefer "free and gentle." Either way, Cheer definitely appears to be selling well thanks to its fabulous packaging design!
PS - When I got home from the grocery trip, I jumped online to check out Cheer's webpage and found it to be just as beautiful as the packaging!
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