Sociological Images: Seeing Is Believing has an interesting post showing two different versions of OFF! mosquito repellent packaging.
In the top example, the mostly blue package includes a male figure fishing and logos for hunting, camping, and fishing. In the bottom one, the mostly orange package includes a female figure, perhaps on a walk.
The comments are especially interesting. A lot of the women take offense to the stereotyping.
One commenter makes a wonderful observation about the look of the actual product:
and, more importantly, who would want to wear something that looks like a big plastic air freshener on their beltloop?
I think our commenter is on to something. It's not just the package design, but the product design that you need to pay attention to.
I'd love to know if the makers of OFF! did any testing and if they found one version sold better than the other based on the consumer's gender.
What do you think? Smart idea to try to create packaging that speaks to each gender? Or, a case of stereotyping gone amuck?
Thanks to Andrea Learned for tweeting about this.