I’m sure most or at least many of you have heard the saying - “Don’t Judge A Book By It’s Cover.” Well as a designer and marketer I fully disagree with this statement. A cover tells a lot about the book and the contents within the book, in other words – “sets the pace for what’s to come.” The same is true for a product and it’s packaging.

Recently, I was visiting Target for everyday personal products for myself and my husband. On this visit, my husband had requested deodorant - his regular Old Spice Red Zone. I walked up to the overwhelming shelve stocked full of a vast array of men’s deodorant and to my amazement I was wowed by the ever eye-catching packaging that was before me.

I stood and pondered the variety and then focused in on my husband’s “brand” – Old Spice Red Zone. Even staying within his brand the options were many. So I simply went for a package/design layout that I was drawn to as after all I had to make a selection. There was an Old Spice Red Zone that stood out thanks to it’s packaging and scent name. The top of the package contained the “NFL” logo as Old Spice is an official sponsor for the National Football League. Then to heighten my inquisitiveness the packaging contained a football graphic in a monochromatic style and the name of the scent was “After Hours.” I simply reached to the Old Spice Red Zone “After Hours” deodorant and placed it into my cart.

As I continued my trip through Target I began to chuckle as I was too duked due to great packaging. What can I say though as I knew I was getting a sound product. Well done Old Spice as when I returned home I even went to their website.

Old Spice Red Zone with BD