1. Packaging design can be very important in buying a product. The package is what catches our attention at a store, and what convinces us that whatever product inside is worth buying. Of course, reputation and prior experience with a product can be extremely important in choosing what to buy. But if you are interested in trying a new product or switching to a different product, the package is probably what will attract you to it. Once, I was debating between two different brands of shampoo to switch too when my old brand ran out and I didn't want to stick with it. I actually chose the new brand I did because the bottle it came in was clear; I could actually see the product inside and know the density and consistency of the formula. This was so helpful in knowing what product I would actually be using. I made the same decision about a bottle of soap which was clear and interestingly shaped, as compared to a cheaper brand whose bottle was solid and rectangular. The decorative element of the soap bottle also helped as a decorative element in the bathroom without having to transfer its contents to a separate store-bought decorative soap holder, so when entertaining, the bathroom effortlessly looked nicer.
2. Fast food companies are very iconic: McDonald's, especially, has never drastically altered its logo, and its food packages (especially Happy Meal boxes and nugget containers) may not always be the same they once were, but they appear frequently in commercials and ads because that's what we remember. Other iconic products include Izze and Pom fruit juices (both with distinctive bottles), Starbucks cups, chip and junk food packages (Planter's nut containers, Lays, Cheetos, Fritos, and Doritos bags, cereal boxes, cracker boxes), and store brand products whose boxes reflect the design and logo of the chain.
3. Packaging has to be functional without being difficult to use or distracting. We appreciate packages that make sense to open, create little waste, and don't take up more space than necessary. The box my laptop came in was wondrous -- the lid opened easily and re-closed just as well, with tabs and flaps to keep it secure but not to distract. The padding was adequate to protect the device, but not extraneous as to create extra waste. The shape of the interior cushioned the computer as well as the accessories (charger, extension cord, manuals, and software) without wasting space OR taking up too much of it. The product mentioned above, Izze juice, has a very distinctive and successful package. Sold in clear glass bottles in varying sizes and shapes similar to those of typical beer or soda bottles, it contains sparkling fruit juice with a simple, colorful, and attractive sliced-fruit design on the front (the design is very similar to the Ciao Bella gelato packaging mentioned in Gordon's article). The clean, white metal cap also looks like a typical beer/soda cap, but it conveniently does not require a bottle opener as it screws off. The juice also comes in small, simple ergonomic cans about the size and shape of Red Bull energy drinks. However, the solid, bright colors and simple logo reflect the company's iconic image while remaining attractive. The boxes both kinds of juice come in are simple, recycled (and recycle-able) cardboard. The earth-friendly simplicity of the product design is what also makes it attractive - the lack of plastic used anywhere in this brand means a steeper price in the store, but reasonably due to the fact that it avoids the use of a limited resource or the staggering amount of energy and money needed to recycle plastic.
On the other hand, If it is difficult to get a package open without completely destroying the package or harming the contents, I consider the design a failure. Likewise, if something generates a lot of waste with its packaging, it isn't worth using. As for the former, I find that packages for technological accessories are horrendous - headphones, data storage, computer mice, etc. all come in those plastic shape-conforming packages with welded sides that have to be completely cut open to get the contents out. Then, if you are dissatisfied with the product, it is completely impossible to return it. Frustratingly, I ordered a textbook from Amazon.com and the unusual cardboard envelope it arrived in was so hard to get open that I ripped the paperback's cover trying to get it out. As for a wasteful product, we all remember being in elementary school and having a Lunchable at lunchtime. I particularly remember the pile of trash that the product would generate as I unwrapped the food: first the box, then the shrink-wrapped tray, then the shrink-wrapped individual pieces, then the packets of sauce, the pouch, straw, and straw wrapper for the juice, and the wrapper for whatever dessert the lunch included. The box contained more trash than food, and the waste it must have generated was enough to give an environmentalist an aneurysm. In this way, we can clearly identify why some packages, though they may be adequately attractive or convenient, are still inadequate as far as usability is concerned.
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