dispatches from the new world of work

Packaging!

The same issue of B2.0 offers "Bottom Line Design Awards." There is some great stuff, but my favorite (because it's so unexpected) is Target's "ClearRX Bottle"—a wonderfully clear and attractive and user-friendly pill package (no small deal, given that studies show that 60% of prescriptions are "taken improperly").

That brings to mind a wonderful and compelling book, Thomas Hine's The Total Package. E.g.: "Packages are about containing and labeling and informing and celebrating. They are about power and flattery and trying to win people's trust. They are about beauty and craftsmanship and comfort. They are about color, protection, survival."

Go back to Bloomberg: Sure it's an odd couple, but Space Design and Packaging are two of the most under-utilized, powerful tools for organization change and branding success respectively.

Design! Damn it!

Tom Peters posted this on 04/27/06.

Comments

I am always amazed at how different the packaging is in the UK vs Europe and US. I don't know if you have found that. In the UK food is sold through the packaging totally...companies spend millions on PR/Advertising but then forget to sell the product on the shelf. Especially now when value is key...the majority of purchase decisions are made at the POS. If the POS does not passionately engage the customer then you will not gain the sale. Maybe packaging is on the up because finally people have caught on to people are not as brand loyal...One other thing, in general I cannot understand products that are for the older market not having bigger lettering..shopping with my mother is a nightmare as I have to read it out to her. Back to your point on boomer marketing!

Posted by Anna at April 27, 2006 11:10 AM

Anna, one quick addition, other than food--Boots.

Posted by tom peters at April 27, 2006 12:32 PM

I've thought about packaging and may blog about it. I do wish, though, that packaging was more green. I wonder if that will happen. What do you think?
Cheers.

Posted by H.A. Page at April 29, 2006 12:10 PM

I have been using the Target pill bottles for several months. They are good. I find they fit the hand much better than cylinderical bottles. I agree design is a powerful thing.

Posted by Peter Davidson at May 3, 2006 10:26 PM

Yes, I definitely agree to Tom Peters. I myself being from the packaging industry know how much undervalued the packaging is, a subject as a whole. But truly it is one of the silent tool which can revolutionalise the complete brand and create an entity of its own!

Posted by beena at May 9, 2006 7:59 AM