Make a good first impression!!!!
Consider the first impression these two examples make. Two different cosmetic brands, on the left is Anatomicals, a brand that uses large type, humorous and punny product names and vibrant colours to set a light-hearted and cheerful tone. This product is going to be purchased by younger people who are looking to buy a cosmetic product as a luxury item, rather than one that they need to buy. The use of type, tone of voice, colour and packaging instantly establish a light-hearted and youthful brand.