The first package is a vintage package of Rawleigh’s healing powder and the second package is a similar product in today’s market, Neosporin.  The Rawleigh package has many features that indicate it as a vintage package such as, its typeface, color, and composition.  The key indicators of this package being vintage is its script typeface for the company name, the medallion circle that takes up half the package, and of course, the rivers in between the text at the bottom.  The colors are also an indicator, for it uses a faded turquoise and yellow/ivory combination.  As compared to the new package, the blue and yellow are much more vivid and instead of using an all around fade, Neosporin’s package uses the gradient feature, emanating a modern feel .  The contemporary package is much more cleaner and simpler than the vintage one because it uses mostly san-serif typefaces for the descriptions and it contains less text.  The vintage package looks very busy while the contemporary one is straight to the point, stating only the important features of the product.  The vintage also has more elaborate designs in its labeling with a picture of the president, composition of intricate curls, etc.  Raleigh’s package is geared toward attracting customers using emotional benefits and self-expressive benefits, gaining their trust using the president’s picture and stating on the package, “useful for man or beast”.  On the other hand, Neosporin sells their product using a functional benefit approach, clearly stating the functional uses of the product.

By Hui Hui Ye