After deciding on our name and target audience we went away and research packaging designs on our own to get a feel for the market. I looked at current nootropics on the market to get a feel of the general design elements that are used. For the compound that I have been looking into, L-theanine, the packaging is very simple and clinical.
Take this tub as an example. The colours used are not eyecatching, they almost feel dirty. There is hardly any imagery, just type explaining the product and the important information. This package doesn't feel friendly to me, though they have all the correct information on there, there is nothing to make me want to buy the product.
Another example, with more colour and an illustration. Once again it's not a very inspiring design. Though it catches the eye with the use of orange there is no main focal point. There are almost too many different design elements. You don't know where to look first. Also it doesn't inspire trust with the brand because it feels so clinical.
So I started doing some research into packaging that is bright and eye catching. I thought that if our packaging was colourful it would stand out from all of the other more minimal medicine packaging designs on a shelf.
The first packaging I found that I really liked was this Hanami cosmetics packaging by Eve Warren. I love the use of the patterns and shapes to cover the box. This is exactly the direction that I was thinking of going down for our packaging designs but instead of having a seemingly random pattern I wanted to add elements from the chemical formulas of each of the drugs we choose.
The use of similar tonal colours within this packaging really adds depth. Using mostly warm colours with a pop of cold from the purples attracts the eye. Also the halftone-esque patterns used in the background add more depth making it seem three dimensional. The actual packaging itself a part from the pattern is very minimal, with a sans serif being used for legibility. I also believe that a simple sans serif such as this provides a friendliness to the packaging down to the open apertures and rounded edges. It makes the brand more approachable.
I also found this lovely business card set. I really liked the use of the cut-out elements adding a real tactile element, urging the consumer to pick up the product and feel it. I also really liked the use of the simple statements in black on the coloured stock. It provides a really intriguing design. Though these aren't necessarily packaging I feel like we could use elements like the lower case sans serif type to make the brand seem more friendly and trustworthy.
What I particularly liked about these cosmetic tubs and tube designs was the colour palette that has been used. Though quite muted it combines warm and cold colours to create depth like with Eve Warren's pattern. I also feel this colour palette is more relevant to our chosen target of young professionals, specifically male young professionals. Once again a rounded, geometric sans serif has been used to show that approachable element to the brand. And again we can see a minimal use of text on the front of the pack. This shows that the front of the packaging should only show minimal information and the rest should be written on the back.
From this research I want to try and create patterns out of the chemical formulas of the drugs that we have chosen like I mentioned before. I think I will create a colour palette to use within all of the designs to make all of the range cohesive and noticeable as a set.
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