To compare vintage and contemporary packages I decided to go with Kodak.  In this case I believe that the vintage Kodachrome package is a lot stronger than the contemporary film package.  The Kodachrome package is simple and very eye catching.  The Kodachrome package was from the 1960’s and shows a great design.  The brand is built right into the name of the product, which makes the product and brand synonymous.  I really like the arrowhead pointing toward the “Daylight Type” which shows it’s importance.  The slab-serif of the product name shows a hierarchy in the package.  The rest of the type is a light extended sans serif, which works nicely with the package.  The colors are simple and have a very professional look.  I think this package is so beautifully done.

When looking at the modern film package, I am just disappointed, it seems over designed.  The drop shadows and gradations make the product seem more mass market, lesser quality.  They have kept the colors the same, but with the gradations, it doesn’t have the same professional look.  The one aspect that I really don’t like is the P3200 TMAX and there twice.  The top looks well designed with a contrast of weight, however your eye goes right to the second one.  The change in type from a sans serif to a slab serif for the numbers doesn’t make sense to me, along with the white drop shadow.  Maybe this is why Kodak has declined so much in the last 2 decades.