I just came across an interesting exercise in analysing the design of product packaging. Design consultancy Antrepo took several well-known brands and progressively stripped away the packaging detail on each of them. Along with several of the people commenting on the post I mostly prefer the third versions of each product. These are not as busy as the first and second but still retain something of the brand identity. They might be too simple in the long run though — perhaps the richness of the original versions is required to retain interest when you are exposed to the packaging over and over again. Or maybe I'm simply atypical of the target market.