Time for package design to open up

I read with interest your recent article on packaging (A design of the times, MW April 7). In common with most articles on this subject, there was a lot of talk about image, identity, desire and emotion, but very little about the mechanics of packaging within the overall product experience.

If packaging is “the brand in the hand”, then much of it fails to address the specific touch points such as tactility, texture and the pleasure of discovery. How many times have packages fallen apart in your hands or required industrial strength to open them? This is a vital part of the brand experience, a foretaste of the product experience and a critical failure point – remember Tetra-pac milk cartons?

There are some good experiences out there, and you won’t be surprised that Apple Computer leads the way. Not only does the packaging seamlessly communicate the brand and product message, but the product experience is engaging. Every part reveals itself with just the right amount of effort and a minimum of fuss and plastic. A true pleasure.

Packaging designers, please consider all the aspects of what you are designing, as it will make for a richer product experience.

Stephen Anderson

Director

BDP Design

London EC1

E-mail address for letters: mw.editorial@centaur.co.uk Please include your home or business address

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now