Anticipation, impatience, and excitement are just some of the emotions that Apple wants its customers to feel as they are about to open their brand new Apple product. Many of us know that the packaging that holds our new product is great, but what many of us do not know is how serious Apple is about keeping its packaging a secret by lock and key.
Apple clearly cares about creative, well-designed packaging, and with each new product there are countless details that make the packaging special and unique. Every Apple device comes in an elegant, simple-to-open box that makes us feel as though we are ruining a masterpiece by tugging it apart. The experience in opening an Apple product is unlike any other experience, which is exactly the feeling that Apple wants.
This, and other inside details of Apple were recently revealed in an advanced copy of Adam Lashinsky’s book, Inside Apple.
According to the book, Apple has a secret room that is accessible only by security badges that is dedicated to hundreds of different kinds of prototype product packaging options for Apple products such as the iPad.
“To fully grasp how seriously Apple executives sweat the small stuff, consider this: For months, a packaging designer was holed up in this room performing the most mundane of tasks – opening boxes,” NetworkWorld’s iOnApple blog quoted from Lashinsky’s book.
Apparently, packaging designers open every prototype box to test the positioning of the invisible stickers stuck to the top of iPod boxes. Lashinsky explained that the invisible tape must be placed exactly every time.
Late co-founder, Steve Jobs, who passed away in late 2011, took packaging very seriously because he wanted Apple customers to have the complete experience with the product and wanted customers to feel a certain emotion upon opening Apple products to add to the Apple mystique.
Unlike other technology companies, Apple’s package design have sophisticated utilization of white space. MacRumors quotes Jonathan Ive, Apple’s senior vice president of industrial design, from Walter Isaacson’s bio on Steve Jobs: “You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.”
Be sure to check out this video courtesy of Mashable:
Plastics Today editor Tony Deligio has announced his packaging predictions for 2012. He first remarks that after a rough 2011 year of bag bans, wrap rage, and bottle backlash, the plastic industry looks like it might have a tough year coming up. According to Plastics Today, the plastic industry may be seeing a big change in the coming year, only by lightweighting, renewable content, recycled content, or spoilage impact, will the packaging be able to continue to expand its market share in the packaging industry.
Here is a quick wrap up of what Plastics Today is predicting for the industry in 2012.
Less emphasis on lightweighting the primary packaging. Over the past few years, brandowners as well as packaging suppliers have worked hard to create a lightweight, eco-friendly bottle, but it seems as though the package simply cannot be made any lighter. This year, brandowners may now be looking to reduce the amount of unnecessary and wasteful packaging in the secondary (or tertiary) packaging of products. This may include reexamining goods from the case, the carton and pallet level which all could mean that there may be continued changes in the primary packaging component.
Plastics bags and bottles – the ban battle continues. In 2011, there were several pushes to enforce a bag ban or a bag tax in legislation. Many governments are tight for cash round the globe, and a bag ban or bag tax seems like an easy piece of legislation to pass for more money. Plastics Today also mentions that this is probably not likely to end in 2012 and will likely keep increasing until some unintended consequences take place and consumers and legislatures realize some of the shortfalls of paper and cloth bags.
Biobased PET bottles will become more prevalent. Pepsi, and as mentioned in our previous blog, “Coke Aspires for 100% Plant-based Bottle by 2020,” Plastics Today is predicting that the bottling industry is effectively pushing for biobased polyethylene terephthalate (PET) based bottles that they are hoping will be replacements for petroleum-based bottles.
More recycling. This year, recycled content will have in important impact on packaging. Many brandowners are proud to show the public if there is any trace of recycled content in their packaging. In turn, this process of creating packaging our of recycled content will help to solve two problem, resource reduction and end of life. Plastics today also predicts with this that recycled content will be increased through advancements in sorting/shredding/cleaning technology.
When is the last time you read a paperback or hardcover book?
a. Just recently
b. Never, I hate reading
c. What is a paperback or hardcover book?
If you responded with c, I want to first inform you that books are those things with pages and second, you may be one of many who have ditched actual tangible books and have hopped on the eBook and e-reader bandwagon. Amazon Kindle, Barnes and Noble Nook, and the Sony E-Reader are just a few of the electronic book readers changing the landscape of how we read. And for the first time, Amazon’s sales of their electronic books for their Kindle have overtaken those of printed versions. For every 100 printed books, Amazon sells 105 electronic ones. It would be unrealistic to think that this could never happen, but now that it has, it is interesting to know how popular eBooks and e-readers have become. E-readers possess qualities like easier portability, ease of use, and they have the ability to purchase books instantly from the device, among other features. They are also a more eco-friendly version to reading as well as more functional.
So what does this mean for printed books? Only time will tell. But in the mean time, marketers can step up their skills and create something unique to keep printed books in the minds of consumers.
Though some are skeptical on the impact custom packaging has on consumer behavior, there are reasons why the packaging industry is one of the largest in the world. The bottom line is that companies pay lots of money for custom packaging because custom packaging is a wonderful marketing tool that contributes to growth and sales.
I ran across another study that shows the importance custom packaging has on the consumer buying process. Here are some of the highlights:
- 90% of consumers preferred buying products with packaging, 10% preferred products without packaging.
- When ranking the importance of three main characteristics of consumer products, packaging was #1 in importance:
1. Packaging 2. Quality 3. Price
- On the relationship of strong brands and packaging….89% said yes that it’s important for a strong brand to feature good packaging. 11% said packaging was not an important element of a strong brand.
- When asked “Have you ever purchased a product based on it’s packaging?”, 84% said yes and 16% said no.
- 45% said that they would pay 5% more for a product with good packaging and would consider switching brands based on packaging alone.
QR codes (quick response) are those black and white symbols that can be found on all types of packaging, print ads, and billboards. These codes provide a wealth of information such as text, websites, and other data that is embedded and decoded with a mobile device. All this mobile device needs is a camera and the down-loadable app and the information is unleashed. Usually QR codes are embedded with some type of promotional tool such as a contest, special offer, or an unique website. It is a great way for marketers to engage and attract consumers. These codes are designed to invite customers to participate, discover, share, save, and interact with brands.
Sun-Maid, the famous raisin brand, is utilizing QR codes to promote the animated movie by DreamWorks, Kung Fu Panda 2. Sun-maid has put these codes on their packaging to take customers to a special website where they have a chance to win a trip to Zoo Atlanta. Since entering the contest is as simple as having a mobile device, Sun-Maid hopes the number of entries will be high. They have also used Facebook to promote this contest as well. Sun-Maid brand designed their packaging with these QR codes in hope the special contest will entice consumers to buy their raisins. The packaging design also gets consumers engaged in the Sun-Maid brand as well as provides consumers a way to interact with the brand.
PepsiCo is at it once again to fulfill their overall environmental goal of becoming an eco-friendly company. PepsiCo has realized something very important, their beverages are not just packaged in cans and bottles, cups are another way that Pepsi products get distributed. Places like colleges, stadiums, theme parks, and eateries use cups to serve Pepsi beverages. Although cans are fully recyclable and they have created the Plant Bottle, PepsiCo now has another task to tackle.
So how did PepsiCo solve this problem? They realized the need for sustainable beverage packaging and used some innovation and creativity to create 5 different eco-friendly, compostable, and recyclable cups that they will issue to their U.S. food-service customers. They designed 100% recyclable clear plastic cups, compostable paper cups, and wax cups that are made from plant-based materials from sustainably managed forests.
PepsiCo has done a fantastic job at going green and meeting their sustainability goals. They work hard to come up with innovative ways to green their packaging. PepsiCo has taken initiative to realize that consumers want to be more eco-friendly and they want their packaging to be eco-friendly as well. They hope that other companies will realize this and come up with their own ways to be more sustainable companies and produce eco-friendly packaging.
Packaging design is a critical decision making criteria for consumers. The first sense we use when we shop is our sight, which means we see packaging before we see the actual product. Marketers need to make sure packaging is appealing so it will entice consumers to make a choice and purchase. A new trend in packaging is going back in time and creating a retro look and feel. Retro packaging design adds a dash of nostalgia and curiosity. Below are three products that have embraced the retro trend and used the idea in their packaging design.
Doritos wanted to relaunch their taco flavor chips so they decided to reintroduce them in the original 1960s packaging. Consumers have made comments online about how much they miss the taco flavor. So Doritos listened to those people and brought the taco flavor and its retro packaging back to life. They also announced that the taco flavor will remain in the permanent product line-up.
When the very first washing machine was invented, Tide was a choice for detergent. Today Tide is still a choice for getting clothes clean. Tide wants consumers to enjoy their retro packaging, hoping it will bring some past memories back to life. Tide has been a trusted brand for over 50 years, and its retro packaging showcases how this brand has grown. The retro and vintage look of Tide’s limited edition packaging shows how it looked years ago, but has the same performance qualities we know today.
Celebrity Apprentice finalists meet 7UP as they designed retro packaging for their final task on the show. The retro look for 7UP displays the brand’s legacy from the 1970s and the 1980s. The retro designs showcase how 7UP is “The Uncola” with its crisp lemon-lime taste. It has been a great tasting brand for over 80 years, and the retro packaging lets consumers know how much it has evolved and stayed true to its roots.
Retro packaging is a creative way to bring nostalgia and uniqueness to packaging. It gives consumers a chance to see how packaging has evolved and grown. For others, it takes them back to when they got their first washing machine and used Tide to clean their clothes, or when they drank 7UP at a family picnic, or when they ate Taco Flavored Doritos when listening to the radio. Retro packaging lets consumers get involved with the packaging and product, giving them a chance to experience something vintage.
Now you should have a better understanding of what turned edge is and the process of making turned edge products. Turned edge can be applied to a variety of products. When a project requires a more professional look and a more durable material, turn to turned edge. The types of products that turned edge can bring a sophisticated look to include:
Boxes: Customization is key to making a product stand out from the others. Turned edge boxes are upscale and are perfect for products wanting to showcase elegance.
Binders: Turned edge binders have the look and feel of a hardcover book and are an impressive alternative to the standard 3-ring binder.
Permavue: These turned edge cases are excellent for showcasing unique and creative designs. The turned edge albums have many options like adding folders for discs and promotional materials. They are also light in weight, making them suitable for direct mail purposes.
Slip/Slant Cases: These turned edge cases are great for organizing program materials, periodicals, marketing mailers, and office papers.
Media Packaging: Turned edge media packaging contains thermoformed trays that are strong and durable, making them ideal for sales kits, multimedia kits, audio books, and promotional materials. They can range from holding one CD or DVD or an entire set of product materials.
Turned edge is unique in that it has an array of customization possibilities. The options include offset and screen printing, foil stamping, embossing, and debossing. There are also many foam shape and size options as well as the use of thermoformed trays. Turned edge works with a variety of materials. From standard paper to suede to linen, there’s a vast amount of materials to choose from. Turned edge packaging can also come in a variety of shapes and sizes that fit whatever a company has in mind.
Turned edge packaging provides durability, versatility, and the ability for a product to stand out from its competition. The upscale look turned edge packaging possesses gives a product a unique and creative look.
If you have ever needed to store or transport information, files, documents, music, or pictures you probably know what a USB flash drive is. If you are unfamiliar of what they are, USB flash drives are removable and rewritable storage devices. They are used in a similar fashion to floppy disks or CD-ROMs, but are smaller, faster, more portable, durable, reliable, and have more capacity. Although USB flash drives have all these benefits, they can be confusing to purchase. There are many different kinds and brands to choose from. They all have different storage capacities, designs, and prices to suit each individual use.
A USB flash drive starts out at the small end of storage capacity with 64 MB all the way to 16 GB. Confused yet? Let me try to explain. A megabyte (MB) is a multiple unit byte for digital information storage or transmission. A 64 MB USB flash drive can hold approximately 30 photos, 15 songs, 56 documents, and 7 minutes of video. After 64 MB it goes up to 128 MB, 256 MB, and 512 MB. A gigabyte (GB) on the other hand has much bigger capacity than a MB. A GB is actually equivalent to 1,024 MB. 1 GB holds approximately 614 photos, 230 songs, 900 documents, and 2 hours of video. After 1 GB it goes up to 2 GB, 4 GB, 8 GB, and 16 GB.
Below is a chart to give you more information about the size capacities.
The size capacity of a USB flash drive depends on how much you need to store. If you need to store a lot of data, a USB with 1 or more gigabytes would be more suitable. USB flash drives give you a variety of options to choose from that fit with individual needs. USB flash drives also have the ability to be customized, whether for business or personal purposes. They can be customized with logos or can be made into custom shapes. Packaging is also available for USB flash drives. It is amazing what these little storage devices can do.
Clamshell packaging is capable of storing an array of products from electronics to toys. Clamshells are often criticized for contributing to wrap rage; the heightened level of anger and frustration resulting in the inability to open hard to remove packaging. Although clamshells have gotten a bad rap, they are a very beneficial packaging option. They provide increased security and protection for products. They may be difficult to open, but they keep products safe and secure.
There are a couple different kinds of clamshells. The first kind is the clamshell packaging most commonly found in retail. These clamshells are thermoformed. This is a manufacturing process where a plastic sheet is heated to a pliable forming temperature, then formed to a specific shape in a mold, and trimmed to create a usable product. Clamshells are named because of the hinge it possesses. They can have one or more hinges. A clamshell with a single hinge usually includes a hanger tab, allowing it to hang from store pegs. Clamshells with multi hinges allow the packaging to have a flat base so the product can stand upright. Although these are the ones that gives us the wrap rage, they are a wonderful way to showcase products. The clear plastic allows great visibility to consumers. They are also very versatile, in that they can be designed in many ways that cater to specific products.
The next type of clamshell packaging is clamshell CD/DVD cases. These are a great alternative to traditional jewel cases and paper sleeves. These cases provide excellent security with is strong center hub to keep discs in place. Clamshell CD/DVD cases are a fantastic way to save on storage space. Their slim design allows for more to be stored at once than standard disc packaging.
Ever wonder how clamshell packaging came to be?
Look familiar?
