Packaging

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.

We buy based on the packaging. When we do not have any prior judgments about a product the only judgment we have the first impression, the packaging. The consumer notices a design that is unique, one that doesn’t fit in with the others. I buy makeup based on design. A makeup product has to jump out at me to be noticed and then I decide if it fits my needs. Makeup needs to grab the customer’s attention because there is so much competition in the makeup aisle.

2. What other products have iconic packaging?

Apple’s packaging is simple and clean. It is not flashy and obnoxious, just sophisticated. The consumer will recognize an apple product right away from the Apple symbol.

Gaming systems also use the same packaging design concept as Apple. They are sharp and sleek. Not only is the packaging designed, but the system has a package – the design of the game consol. The system is displayed and in the eye of the consumer all the time. The consumer must relate the size, shape and color of the consol immediately with the brand.

Expensive water bottles have iconic packaging. An Evian can be spotted from across the room. A Fiji water bottle has a design that is unique to the water bottle industry; the square design is something that was never utilized before this product. It is amazing that with so many water bottling companies, only a few are distinct from the classic design.

High end makeup has a specific iconic design that is associated with the product. I will not go through them all but some examples are Clinique, Chanel, Estee Lauder and MAC.

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

Bad examples of design packaging include toy packaging that can’t be opened even by an adult. Some things that have too much packaging – why so much paper, ties and plastic? There are jars that can’t be opened and bottles that prevent the product from coming out.

There are some packages that you want to keep after opening it because you like the package so much. This is a good design. Products such a shampoo have packaging that is used with the product, so there is no wasted material. Makeup has good packaging most of the time because the packaging is essential to the usability of the product.