Mehmet Gozetlik has done a wonderful project that strips brand packaging of all the fluff and focuses on only what is necessary. I find the resulting packages to be more appealing, but that is probably because I’m a designer. I’m sure companies like Procter & Gamble have done thousands of studies over the years explaining why you need unicorn hands on your dish soap to sell more of it.
But then again I know I like them because they are different than anything else out there now. If every packaging started to look like this the flamboyant packaging would stand out and start to be my favorite. Standing out isn’t about being more than what everyone else is, it usually means you are just less.