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Experiential Packaging

I believe good design deserves good packaging, much like I believe it deserves a fitting retail experience. After all, first impressions will be made from the packaging of a product as it’s likely the first thing a customer will interact with. It’s important that this experience matches what the product has to offer. And when I say experience I mean the eager anticipation of a new gadget, the satisfying pop or click of a well made lid or the smooth motion of opening that impeccably toleranced box. You’ve all seen the Buzzfeed articles of the most satisfying GIFs for Perfectionists. You know what I’m talking about right? The tiniest details that somehow manage to give you the greatest pleasure since alphabetising your entire DVD collection and colour coordinating every piece of stationary you own (No? Just me? Life’s pleasures are often in the little things, don’t judge). It’s details like this that set apart luxury items from the budget items, and that prove to the customer how much a company cares about your experience with their products. That’s how they manage to get away with daylight robbery with their exorbitant prices, and yet, we willingly give them all of our money when we could buy something that will do the same job, for a lot less, but just doesn’t have that added sparkle.

Apple is one of these companies. You might have guessed I own a couple of their products, and I say I “willingly” give away my money, but the truth is I do it begrudgingly and only justify the purchases by telling myself that Apple products have the sparkle that other products just don’t have. But I do believe they have a lot of great designs that are worth having, so even though they are a massive corporation with more than enough money, until someone else can convince me that there is another, more “sparkly” way, I’ll probably continuing endorsing Apple products. (Note: I said their products, not their perhaps, ethically lacking business plans). For all their faults though, they do a lot right, they do care about their customers, and all that to say; they do care about their packaging and the environmental impact it has. At the latest Apple product release event, they announced an initiative they have been working on, where they are going fully paper with their packaging, and that the materials for this are all acquired through economical and environmentally friendly sources. But back to experience now. The iPhone boxes fit together in the most wonderful and perfect way, the top lid slides off with just the right amount of air suction, your iPhone is seamlessly revealed, the excitement is tangible. Experiential packaging.

A few other examples of packaging I have enjoyed first hand that I think are worth mentioning are from a Kindle and a from a heat changing Star Mug from Paperchase. The Kindle packaging was immensely satisfying to open, but unlike the iPhone box, the Kindle experience was meant to be a temporal one, where after smoothly removing from an outer sleeve you pull a tab of perforated card in order to unveil the contents, never to be fully sealed again. The purpose of this, I am sure has something to do with the fact that your Kindle is intended to be used, and not stored in a box on a shelf. (The difference between this intent and an iPhone box probably has something to do with the fact that when selling on your iPhone it will retain a lot more value if an original box is included.) The excitement is different here, ultimately the packaging is disposable, intended for recycling, but that first encounter was an important bridge between you and your eReading experience. The care that Amazon have put into this surely stands out even more when you consider it will most likely be discarded, not long after purchase.

And finally the Star Mug, a more playful and “budget” item that I believe fits into the luxury, yet affordable, philosophy of the products of Paperchase. This mug boasts a quality, weighty feel, and a map of the skies, only revealed when drinking a hot cuppa. It was housed in an apt and artful rocket ship, that cleverly reflects the subject matter on the mug. Back when I was in 1st Year, I designed and hand crafted some cardboard packaging, sans adhesive, for a large piece of broccoli, and ever since I’ve had a special appreciation for innovative ways of folding and slotting cardboard. Only in PDE, right?

To the average consumer, you may never have thought about packaging, you hastily discard it in favour of your anticipated product, or perhaps you only notice the bad packaging? That infuriating impenetrable plastic containing the scissors you need in order to open it. Maybe your apathy is because most packaging you have encountered is so good that it seems obvious and you didn’t even think twice about it. This may all sound like a lot of mumbo jumbo from a raving design student, but life’s pleasures truly are in a lot of little things, so I urge you to take notice of quality experiential packaging.