In order to help develop the use of colour (see figures 1-2) and pattern within the branding for Heka, I've receiving peer feedback from both men and women in order to establish which colours are gender neutral. General feedback says that pastels colours are more aesthetically pleasing and look more professional however look very feminine as pastel colours are more closely associated with women. In relation to the use of primary colours the use of red looks very masculine, making it more male focused. It was suggested that the two could be combined in order to make the pastel colours more bold and less feminine. Furthermore it was suggested to look into Egyptian colours and dress to see if any colour could be identified that would compliment the name and Egyptian origin of the patter, such as gold and silver which are both traditionally very gender neutral.
Based on feedback I plan to focus on the use of pattern within the packaging design as this is the favoured approach when feedback is gain. Furthermore this approach is focuses more the idea of creating packaging that is bold and engaging which is inline with the brief rather than looking at existing aesthetics as seen within earlier experiments (see figures 3-4). These initial ideas show the contrast between the colourful pattern and what already exists within the cosmetic industry therefor highlighting that the use of pattern is more appropriate as it counters existing aesthetics rather than fitting in due to the use of bright colours and patter.
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| Figure 1 |
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| Figure 2 |
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| Figure 3 |
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| Figure 4 |
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