When you have a baby, and you buy diapers, you stick with one brand. The packaging design, therefore, has two realistic goals: communicate the brand, and communicate the size. The cute baby doesn’t hurt either.
These have the added benefit of looking entirely different than other diapers on the shelf, and actually stand a chance of being chosen over a parent’s usual purchase.
This, on the other hand, is just as garish as any of its peers, so why would I choose it if I’m already there to buy Huggies?
The design of this is also based in backward thinking (the same backward thinking that has ruined Fisher Price toys and other children’s products): it’s for kids, so make it look like it’s for kids, or more specifically make it look like parents think stuff for kids is supposed to look like. But ask yourself this, if the graphics and muppet characters on the diaper are for the kids, why aren’t they upside down? Babies are flexible, but not that flexible.
Thanks to P*S* Reader Hilary Hanson Bruel for the images. You’re number one, Hilary!