October 30, 2009

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 is a crucial factor in triggering an initial response in a consumer and general concept of a product. Whether it be recognizing a particular brand, color scheme, or unique shapes, there is something that catches our eye. Generally when I go shopping in a grocery store I compare prices between products, if the two products have the same qualities and are similar in price, typically I will choose the brand I recognize as being trustworthy and has a reputation of satisfaction. Marketing a product with a logo and a slogan reinforces the general idea the company wants you to see when you look at their product on the shelves. For example, I have seen the progresso vs. campbell's harvest select commercials on tv (produced my cambpell's), during the advertismement there are people holding the can's so you can see the labels talking about MSG in the progresso and the fact that campbell's contains no MSG (which it says it on the label). To this day I refuse to buy pregresso or eat it, and when I see those blue progresso cans on the shelves sometimes I can feel myself almost scoffing at the sheer idea of purchasing them.

2) What other products have iconic packaging?

The first thing that popped into my mind was a tiny, teal/aquamarine box with a white ribbon tied around it. Most women (and men with excellent taste) will recognize this as little box as Tiffany's, a jeweler who has perfected the concept of iconic packaging. So well in fact, that most women have a general idea of what's in the box and squeal in delight at the sheer sight of them.

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

Packaging is clearly important in marketing a product, otherwise there wouldn't be so many jobs and professions in packaging and so much money, time, and effort put in to the exterior elements of a product. Although, the true professionals recognize that there has to be a balance between form and funtion. If a product projects the function or purpose of something and is aethestically contradicting then the user will be confused, or turned-off. For example, if a carpenter went into a hardware store looking for a some g]Gorilla Glue and a salesperson directed them to an area with shiny,pink boxes the carpenter would definitely have to take a closer look and read what was inside the boxes. There are certain products that should look glamorous and others that should look plain dependent upon the purpose and image the product is trying to relay.