Packaging Design

“Isn’t it Iconic?” by Stacey King Gordon

http://www.brandpackaging.com/Archives_Davinci?article=999

“The Power of the Box – Powerful Packaging Design” by Tuija Seipell

http://www.thecoolhunter.net/design/The-Power-of-The-Box---Powerful-Packaging-Design/

1.  To what extent is packaging important in marketing a product? Give an example of how a package influenced your decision to buy (or not buy) something.

            Packaging is incredibly important in marketing a product. Whether or not the consumer has thought consciously about it, packaging almost always influences a decision to buy or not buy. Bad packaging can make a product look cheap, amateurish, and unimpressive. Good packaging has the ability to make a product’s look connect with the consumer on an emotional level, as well as emanating a high quality, professional, striking feel. A few months ago, I stopped by the grocery store to pick up a few things for my mother. One of the items on her list was orange juice. I wasn’t sure which brand she wanted, so I ended up buying Simply Orange, just because it’s distinct, clear plastic bottle with a large green cap made it stand out among all of the other white cartons of orange juice.

2. What other products have iconic packaging?

            So many other products have reached the level of iconic packaging, including Wrigley’s chewing gum – both Doublemint and Juicy Fruit – and Hershey’s chocolate bars. Another example that comes to mind is the robin-egg's-blue box and white ribbon used by Tiffany & Co. to package every piece of jewelry they sell. Thinking back to something Donald Norman mentioned in his book Emotional Design, packaging that is truly iconic - such as the Tiffany's box - often resonates so strongly with the consumer at both the visceral and reflective levels of design that the consumer will keep the packaging, even after it as already served its purpose.

3. What usability issues exist for packaging? Give examples of particularly good or bad packaging from a usability perspective.

            Usability issues can arise for packaging if the packaging hinders the consumer’s ability to get to or use the product. An example of particularly bad packaging could be a juice carton that is very difficult to open. The consumer would probably find just opening the product so frustrating that they would gravitate toward a different brand next time they go shopping, regardless of what the juice tasted like. An example of good packaging is a bag of sunflower seeds that I recently purchased. The bag had a built-in zipper at the opening, which made it incredibly convenient to seal, store, and reopen without having to worry about finding a rubber band to tie it up. If I ever need this product again, it is extremely likely that I will look for the same brand, simply because I found the packaging to be so convenient and helpful.