The written element of the dissertation investigates if packaging is more important that product when it comes to perfume and aftershave. It goes on to explore semiotics and how meaning is attached to commodities. In the perfume industry it seems as though there are hundreds of different brands and products that have unique identities and the aesthetics rarely bare any relation to the physical scent of the product and more so towards the emotion the scent, supposedly, induces. In the conclusion of the essay it is suggested that when marketing perfume an audience is identified before a product is developed as the scent is secondary to the identity of the product.
To illustrate this the practical element explores how design is used to target audiences. The fragrances don't physically exist but the products could, potentially exist and find a market. Instead of having names that suggest luxury and heritage they are named after their target audience and designed in a manner that that audience would respond to. The project also extends into how each product would be promoted and marketed in order to be noticed by the correct demographic, as in where it would appear within digital media. The aim of the project is to question how much truth is present in products, packaging and advertising, if something is packaged in a different way to something else is it really more superior/ different or is it just the exterior that is changing? This occurs mainly within the fashion industry with big brands having perceived qualities that don't truthfully reflect the nature of the brand.
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