Packaging design aimed at capturing the attention of a preferably feminine audience. The idea was to look for an element that would be associated with easiness with women and that would end up being "friendly" and aesthetically pleasing. Five Victorian era (England 1830-1860) hats served as a common theme. These were noteworthy for using lace, ribbons, and flowers. They tend to be soft colors (pastels) and with highly decorated forms with frills.