COP 3 Practical: Final Outcome

Overall the final packaging outcomes (see figures 1-9) successfully answer the brief as the designs disrupt the clear ideas of masculinity and femininity within the skincare industry by creating packaging that appeals to all through the use of colour and pattern. Furthermore this use of bold engaging colours and pattern counters the established 'clinical' aesthetic commonly associated with skincare brands. In addition the use of bold colours counters the assumption that a lot of gender neutral products need to feature minimal colour, creating a cold and clinical aesthetic. The use of colour and pattern creates a fun and engaging outcome that appeals to young people aged 18-25 who are already aware of gender fluidity but have the opportunity to carry that awareness further, promoting change within society and consumer markets. Peer feedback also allowed for the opinion of the target audience to be heard as those asked where between 18-25 allowing more accurate adjustment to be made. 

One of the main issues faced throughout the development of the final outcome was colour, as the colours used need to limit gender connotations as the packaging needed to find a balance between masculinity and femininity. The brightening of the colours used allowed this to be achieved as the use of pastel blues and pink created links to gender due to the assignment of blue is for boys and pink is for girls. Despite this it will always be difficult to create an outcome that is completely gender neutral when colours are used due to the subjective nature of colour theory, as what is masculine or feminine to one person could be completely different to another. Furthermore the main aim of this brief was to produce packaging that appeals to all without gender neutrality becoming the focus of the brand however this was very difficult due to how heavily ingrained gender roles are within our social structures. This was discovered due to the ongoing issues with colour within the packaging as although both pink and blue where used some found this created too many connotations to traditional gender roles. Despite these concerns both colours where used as the aim of the packaging was to appeal to all and not discount traditional gender roles. Furthermore these connotations are limited due to the incorporation of additional colours such as yellow and orange. 

The final outcome has printed and constructed well with colours being shown accurately allowing the bright and engaging designs to be shown clearly. Overall the packaging works well to target men and women as well as those who don't identify with traditional gender roles. The final outcome successfully targets aesthetic value, functionality and attitude, as according to Tilburg (2015) if these elements of a brand are targeted successfully the increased purchase intent associated with gendered products is eliminated. 

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