Product 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 to buy) something.

Packaging of a product is extremely important and it relates back to reflective design. Products express who we are; we want packaging that exemplifies our taste, our style, our likes and dislikes. Even if we're buying a bag of coffee, not only does the name brand matter, but how the product looks on the outside. Like in the example on The Cool Hunter website, packaging often has the final say in what consumers buy. If we don't know what brand is best, or are unfamiliar with a certain product, we seek what looks professional, or what looks legitimate based on packaging. Whenever I look for a new hair product, like an anti-frizz or a product for curly hair, packaging plays a huge role. Sometimes I'll go for brands that I'm familiar with, like Aveda, but when those stop doing the job I just scan the hair product isle in stores to find something new. Most of the time I'll end up buying whatever looks legitimate. Color and shape of a bottle are the most convincing factors.

2. What other products have iconic packaging?

Other products that have iconic packaging are: cigarettes, like Marlboro; cereal, namely Kellogg's cereal products like Corn Flakes; ice cream cartons like Ben and Jerry's, Breyers, or Haagen Dazs; Oberweis milk bottles; fast food restaurants are extremely iconic--McDonald's with their red french fries box, White Castle and the blue and white burger boxes; water bottles are extremely iconic--Evian, FIJI, Smart Water; Pepsi; Hershey's chocolate; wine, hard liquor, beer bottles.

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

Usability is essential in packaging because it improves customer satisfaction thus increasing sales. Issues include: how easy is it to open the package, without damaging the product?; how is the product(s) arranged in the package, is it space efficient?; how easily can people recognize the product and understand what it does from first glance?; bad packaging includes: hard-to-open bottles, movie wrappers, Goldfish (the crackers) bags, Pilsbury products like cookie dough or biscuits, anything packaged in plastic that's hard to cut through like light bulbs, tape recorders, toothbrushes, etc.