We then went on to compare two different versions of the same product- we had a Tesco Pampering Shower Creme and a Imperial Leather Blissful Escape Body Wash.
TESCO
Type:
The Tesco logo is standard and plain- not a fancy variation of the logo i.e. Morrisons 'Signature' or Tesco 'Finest'- where there is the original typeface but with 'signature' or 'finest' in a cursive font, suggesting something different and better.
Pampering is large and emboldened- also a different colour which is in keeping with the colour palette. It also creates a sense of mirroring with 'Moisturising complex' also in this colour at the bottom of the block of text.
The rest of the type is plain, but simple and easy to read. The lines that divide up the text also break up the block of writing and make it clear to see what you are buying
The back of the bottle is fairly boring when it comes to type, but we noticed the text curved with the shape of the bottle and we thought that it changes the way your eye reads the text and maybe makes it more interesting.
Imagery:
The photographic image of the magnolia is not so bold as to outshine the writing, I think they want you to focus on just what it is rather than the prettiness of the bottle. I also think there are certain connotations that come with 'magnolia', maybe it being slightly old fashioned and run of the mill- but also dependable and popular. The word 'pampering' also makes me think of softness, and I think the pale, muted colours communicate that. There is no room for imagination when it comes to the image and there's no messing around, the scent of the shower creme is magnolia so there is a magnolia on the bottle- it's saying that it is what it is.
Bottle:
The bottle shape itself is quite interesting, we liked the curvy bottle! It made the bottle easy to hold and I think this emphasises the practical nature of the product and how it wants to represent functionality over luxury. The bottle itself actually seems quite large (especially compared to the Imperial Leather bottle) which could also communicate value for money.
IMPERIAL LEATHER
Type:
Immediately the logo is eye-catching and bold- emphasised by gold. This shouts 'I'm a brand that you know and trust', and it's one of the first things you notice when you look at the bottle.
There are a wide range of type faces used on the bottle, and 'blissful escape' is highlighted by being white on a purple background, also setting it apart from the purple type on the bottle. I think using different type also shows a consideration of design, as using lots of different font styles ( Sara Fanelli, Jonny Hannah etc.) is generally aesthetically pleasing and interesting.
Blissful escape is written in a way that I would imagine the word blissful if I closed my eyes- a cursive font suggests flowing, pretty and soft. This is juxtaposed with the logo and the type beneath that are bold sans serif- making it clear to see what the product is. Again only certain words get the cursive treatment, as seen at the bottom of the bottle with 'signature' (see above, Morrisons signature etc.!)
The back of the bottle has a lot less information than the Tesco bottle- the largest type also contains flowery language such as 'escape', 'dreamy', 'garden', 'bloom', 'soothing', 'mild'- emphasising the idea of this blissful shower gel. This bottle is saying ' Tesco are giving you shower creme- we're giving you an experience'. The ingredients are in a small box, completely separating them from this paragraph.
Imagery:
Immediately the logo of Imperial Leather is visually luxurious and decorative. The red and gold accentuate the regal nature of this brand and product.
Moving down the bottle the main focus point is of the floral illustration which is there to both decorate the bottle and also house the name of the body wash. The flowers and butterflies not only represent nature and the 'natural' scents of jojoba and jasmine, but the humming birds and pattern also hint at something more exotic and special. This pattern sweeps across the bottle on an angle, emphasising the flow of the image, it has not been harshly slapped in the centre of the bottle.
Bottle:
this bottle is a more simple shape than the curvy Tesco bottle, and that may be to balance the decorative nature of the imagery. The cap is also on the bottom, which suggest practicality as you do't have to keep turning the bottle over when it is running low.
Conclusion:
The Tesco bottle is inoffensive and simple. It is choosing functionality over luxury. The Imperial Leather body wash is saying ' We're a brand you can trust, and we are treating you to a 'blissful escape' '
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