Take it from a designer, product packaging matters.

We’ve all heard the old saying: Don’t judge a book by its
cover. But, as a graphic designer (who quite honestly doesn’t read much), I’d
like to dispute that claim…especially when it comes to product packaging.

CC "Four Yess" By Robert S Donovan on Flickr

Being in the industry, I have a unique viewpoint on product
packaging and promotion. I know what goes into creating the look and feel of
all of the products vying for your attention on the shelves. I know that some
designer or team of designers went through numerous renditions of every package
until it was just right…or at least just right in the eyes of the client. I
know they battled with insistent clients who wanted it their way even though it
would, in the designer’s opinion, ruin the design. I know some battles were won
and some battles were lost…and half the time I can tell who the winners and the
losers were. 

I also know what goes into producing the package from a cost
standpoint. I can tell when a brand uses a nicer paper stock or specialty printing.
Or, if the package itself is an engineering marvel in the way it opens, folds
or sits upright.

The bottom line is that companies spend millions of dollars
developing their packaging. Some do a great job, and some don’t.

Let’s look at Apple products for example. When the original
iPod came out in 2001, you could tell that they spent an unbelievable amount of
time developing the packaging for their new toy. Apple is known for  “innovation” and “attention to detail,” so
when they were launching a revolutionary new product that followed those
mantras, the packaging had to follow suit.

The iPod packaging set a new standard. Every accessory or
component in the rigid and smooth box had it’s own custom compartment…the
charging cable, headphones, hell; they even included an Apple logo decal. They
really took the time to develop the packaging because it was an extension of
their brand. Apple = Excellence and that little box had to be consistent with
the overall brand experience.

Now, I’m not saying that every well-designed package reveals
a good product, but when you combine a good product and good packaging, you
create a brand experience. And that builds customer loyalty.  12 years later, Apple packaging is still being
used as the benchmark for quality and leading the pack in product sales. Coincidence?

What do you think? Have you been let down by bad package design?