Typography that "says it all"

Aveeno body/skin products have recently become very popular with the whole trend of "going green." My own observation is that people now-a-days are attracted to purity, when it comes to purchasing ANYTHING. People are afraid of diseases, infections, mad cow disease, anthrax, (other scary germs), etc.

But not only are people afraid of impurities in their products, but people are more health conscious about toxic chemicals and brands that say they are beneficial but really are filled with unhealthy and harmful ingredients. This applies to food, beauty products, or anything else that you are trusting to bring into your home. The design on a package is supposed to jump off of the shelf and say, "hey! I'm better than everyone else, buy me" But how how does a designer accomplish this successfully? 

Like I said, we live in a world of skeptical consumers and shoppers. How does a brand not only tell that consumer,"hey I'm better!" but ALSO instill sense of TRUST with that buyer, so that they are convinced that this product is REALLY going to do what it's promising?

From my own observations, I've seen this done in a number of ways. Some designs try and speak to the consumer by using BIG BRIGHT BOLD COLORS AND LOUD TEXT THAT IS BOUND TO STAND OFF THE SHELF. And then there are some designs that take the complete opposite route, and go small, and minimal, and quiet...which ALSO stands out among the other brands.

The brand "Aveeno" does both. And the main design element in all of their package designs, is their logo...which coincidentally is their typography. With a design decision like that, there is a lot of pressure. But the Aveeno typography accomplishes the goal of STANDING OUT and INSTILLING TRUST in a few different ways.

TRUST:

There are serifs on the type, which gives it an old fashioned look. This feeling of back-to-basics is extactly what the brand wants you to feel. But the serifs are curved, which is soft, and kind, and pretty much basically say, "hey, you don't have to buy this product but we'd like you to because we care and we're honest"

ATTENTION GRABBER:

The choice of black, is obviously going to stand out on the light colored background most of the products have. And the decision to make it bold is also effective in making it stand out. The type style is modern enough that is legible, and communicates fast. It is also very simple and standard/geometric in that the two e's create a linear feel to the design.