Out of Box Packaging Design and Concepts

User Experience Design March 6, 2008 Christine Poh Wayne Lo Jeff Boss

This presentation outlines the importance of packaging design and how there is a need for us to improve on our exhisting packaging. The first part of this presentation summarizes our existing packaging and opportunities for improvement. The second part outlines how our competators are packaging their devices, folllowed by current trends in packaging design. From our research and analysis, we created conceptual designs which address all the issues which weve outlined in this presentation.

Bell BlackBerry 8730e

The graphics on the box are busy and distracting, and it doesnt represent the prod uct The model of the device should be clearly visible on the box

There is a lot of documen tation (manual, quickstart guide, cds, etc..) It becomes overwhelming for users.

Materials used in the packaging do not reflect that the BlackBerry device is a high end product.

Peripherals are not orga nized in any manner inside the box

Rogers BlackBerry Pearl

Graphics here better represent what the device is and its capabilities. Packaging for different devices and carriers varies and they dont communicate the BlackBerry brand.

There is a lot of documen tation (manual, quickstart guide, cds, etc..) It becomes overwhelming for users.

Materials used in the packaging do not reflect that the BlackBerry device is a high end product.

Peripherals are not orga nized in any manner inside the box There is a lot of plastic used

SIM and Battery Issues

SIM Some users do not know they need a SIM Users cannot find the SIM (ignore the credit card or dont recognize as a SIM) Users think the SIM card is a Flash Memory card (e.g., digital camera versus cell phone) Users look in the documentation for Memory Card rather than SIM Users try to put the SIM card in the Memory Card slot Users install the SIM card backwards or upside down User guide picture is drawn from a difficult angle (difficult to recognize from picture) Users cannot find the battery in the packaging Users cannot install the battery (or install it backwards) Users cannot remove the lid on the device Users want to see the device when they open the packaging Users cannot open or lock the SIM Card door BATTERY Users cannot find the battery in the packaging Users cannot install the battery (or install it backwards) DEVICE Users cannot remove the lid on the device Users want to see the device when they open the packaging Users cannot open or lock the SIM Card door

Apple iPhone

The iPhone has a simple and clean packaging that reflects the Apple brand of simple, innovative and easy to use prodcuts. By showing the interface of the iPhone on the box, it communicates to users the functions of the product without listing them out (as they typically are for electronic products).

When you open the box all items are laid out in an order which doesnt overwhelm users. First you see the iPhone, then another package reveals the manuals and warrantees.

The materials used are smooth and look like they are of hiqh quality, and also reflecting the quality of the product.

Extra materials are neatly hidden in a way which doesnt overwhelm the user.

Apple iPhone (cont)

The reading materials are also packaged together so that there arent any loose leaf papers in the way. The quick start guide is labelled Finger Tips. This pun also reflects on the playful nature of the Apple brand.

Finally all the peripherals for the phone are laid out simply at the bottom of the box.

HTC Touch

The box itself is similar to the iphone box design. It is black and the HTC touch has a minimalist approach towards the layout of information on the box. Typography is clean and simple. There is a lot of information on the box but it is laid out nicely. The use of Helvetica also makes the type easy on the eyes.

The box has a lid that is held down with a magnet. The material for the box is a dense, higher quality of cardboard.

HTC Touch (cont)

Inside, the HTC touch is laid out on a foam placeholder with the headphones beside it. The logo and website is printed on the box reinforcing the brand.

When you take out the foam piece, you see the package of reading materials

Finally all the peripherals for the phone are laid out simply at the bottom of the box. The documentation materials are thick but they are labelled neatly so that the users know what they need to read first.

All the peripherals for the phone are hidden away neatly under a flap.

Prada Phone

The Prada phone by LG is packaged as if it were jewellery inside a jewellery box. This gives the impression that this product is very high class and luxurious.

The phone is the first thing you see when you open the box. The tassle that you pull to lift the phone out of the placeholder is made of ribbon too (unlike the plastic ones that are seen in the other packaging examples.) Stickers on the back on the phone indicate how to place the SIM card into the phone and other instructions to start using the phone immediatly. This is a good way to put instructions in a place where the users will definately see. Some people may not want to look at manuals.

When you remove the phone and the placeholder, there is a flap you lift up for the manual and peripherals.

Motorola RAZR2V8

The packaging labelled MOTORAZR has a tab with arrows indicating that it should be pulled.

Extra materials are found inside the compartment labelled sleeker, smarter, stronger.

When you pull it, both ends slide out and you can lift the top part of the piece that slides out.

Honorable Mentions

O2 Cocoon

XBOX360

Customized Packaging
Consumers recognize and appreciate when product packaging has been catered to the their needs or to their subculture. The packaging immediately adds value to a product. Packaging that has value to it, doesnt make its way to the trash can right away. Instead, it is playful and people will want to show it off to their friends. The packaging can also become a collectors item later down the road.

Aromatherapy Interventions - The colours, icons and description for each candle make the candles more than JUST different ingredients in a scented candle. People have an inherit need to feel understood. The aesthetics and descriptions for each candle have a emotional feeling that a person can associate with depending on the traits that they possess. http://www.notcot.com/archives/2007/09/aromatherapy_in.php

Added Value
Value can also be added onto packaging by incorporating secondary functions onto the existing packaging. Additonal features can make the packaging reusable for other purposes.

Olivia Cheng made this concept for a lamp that uses its packaging as the lamp shade called, Light Bulb Packaging. This product was showcased at the New Designers show in London. http://www.dezeen.com/2007/07/30/lightbulb-packaging-by-olivia-cheung/

Smart Packaging (RFID)

RFID technology hasnt broken through into the packaging design market yet. As more smart products enter the consumer market, there is a need for product packing to reflect that. The RFID tag provides a mobile database moving with the product and carrying potentially all details needed about the product and its history. The availability of the tag and its database opens up new opportunities for all participants in the supply chain from raw material supplier to consumer. It also provides positive means of knowing where the product is, has been and potentially where its going.

IDEO designed the interactions in the Flagship Prada Store in New York. Using RFID technology they enhanced the shopping experience for customers and sales staff. All merchandise has its own RFID tag. When scanned and detected, immediate access is provided to a database where there is rich stream of content for every garment, shoe, and bag. This is in the form of sketches, catwalk video clips, and color swatches. There is also up-to-date information on every item, such as what sizes or colors are currently available. This enables the sales associate to spend more time attending personally to a customer, and less time chasing to the stock room to check for available items. http://www.ideo.com/case_studies/prada.asp?x=1

Eco-effective Packaging
By designing packaging that is reusable, packaging can become more valuable (similar to Added Value). Packaging can be designed to mimic nature and include a biological nutrient that can safetly break down into soil.

ABOVE: Cards and cosmetic packaging that use biological nutrients and seeds as ingredients in the paper. Instead of ending up in the landfill, they can be planted in soil and grow into wild flowers. http://www.cosmeticsdesign.com/news-by-product/news. asp?id=73425&idCat=63&k=lipstick-packaging-comes RIGHT: Freitag bags are made of tarpaulins from trucks and recycled into one of a kind backpacks and hand bags. http://www.freitag.ch/

New Simplicity
Grassroot aesthetics at the supermarket: Raw and naturally coloured materials give a simple, down to earth look; transparent windows may show the actual product. Especially Europeans and Japanese traditionally focus on aestheically pleasing images, materials, and textures in their food package design.

ABOVE LEFT: Nano Maca is a nutritional supplement made from the South American Maca plant, which is produced with the help of nano-technology. For the packaging the designers developed an up-market, reserved look, which combines attributes from the fields of pharmaceuticals and cosmetics, thus expressing the high quality of the plants effect. http://en.red-dot.org/2119+M5c1a66cdebc. html RIGHT: The internationally patented fresh fish packaging expresses this characteristic by presenting the fish as if it were still gliding through the waves of the sea. In the self-service chest re-frigerator the fish fillets are presented like a shoal of fish, and the aesthetics of the packaging enhances the products high quality and freshness. http://en.red-dot.org/2119+M5a632f31570. html

High - Class
Classy, sophisticated packages made from expensive materials indicate the value and luxurious nature of the content. Consumers want to showcase their latest trends, and packaging that they can leave out on their countertops at home reinforces that appeal.

ABOVE: The Prada Phone and the Dolce and Gabbana phone (for LG and Motorola respectively) are packaged differently than almost all other cellphones. The materials they use give the product a more luxurious value to it. Right: Evian water bottle for high end restaurants.

Metaphors
Using metaphors allows you to communicate how to use a product universally without the use of words. Metaphors can be powerful and very playful at the same time.

FAR LEFT: Packaging for Reebok Climbing Shoes LEFT: Hot and Cold compresses that resemble IV Bags

Shoe Cleaning Kit packaged in a shoe box with paint splatters on it. You know that it is a cleaning product because it comes with a brush. By placing the product and brush inside the shoe box it tells the user that it is for cleaning shoes.

Moodboards
Moodboards are tools that help us design for end users. We created moodboards for the group more likely to purchase pearl devices and for those who would purchase 8800 devices. Analysis of these moodboards show us that the 8800 reflects a more sophisticated and luxurious feeling. While the Pearl reflects a more playful and youthful feeling. This is important in telling us the feelings our end-users want to experience when unpackaging a product.

BlackBerry Pearl Moodboard

BlackBerry 8800 Moodboard

Sliding Box Concept

This sliding concept is a box that you have to push open instead of lifting a lid. This concept may represent any slider devices if we develop them in the future.

USB

CHARGER

SIM

BAT TERY

DOCUME

NTS

Drawer Concept
A drawer system that organizes all materials hierarchically in the order that users want/need each item.

The phone is displayed at first with a plastic covering it. This plastic can have illustrations overlaying the phone to indicate how to interact with the device.

In the first drawer, you pull out the device, sim and battery with illustrated instructions on the box that show you how to place the sim and battery in the phone.

The next drawer contains the quickstart guide and reference cards. The documentation in this drawer will only be documentation that users can scan through easily.

Manuals, CDs, and Peripherals are all in the last drawer. The peripherals are separated in their own compartement within the last drawer.

8800 Concept
1 2 3 4
SIM Battery

5 6 7

Cube Concept

Sticker Concept
By placing a sticker that indicate the functionality of important navigational buttons, the users can quickly familiarize themselves with how to navigate on a BlackBerry device before they they turn on the device.
Peel Here

LED Indicator

LED Indic

ator

LED Indicator

Left Shortcut Call Menu

Right Shortcut Back End

Left Sho rtc

ut

Right Sh

ortcut

Left Shortcut Call Menu

Right Shortcut Back End

Trackball

Call Me Trackball nu

Back E nd

Trackball

1 4 7
Alt Symbol

2 5 8 0

3 6 9

Alt Symbol

Shift

Enter

Shift

Enter

Alt Symbol

Shift

Enter

Removable Plastic

Peelable Sticker

Reference Card Concept

Quickstart reference cards can help first time users to navigate and complete tasks for their first time on their device. These reference cards are approximately the same size as the device so users can carry them inside their hosters and refer to them whenever necessary.

ou ge tter sh Messa ose e ssagar:ds the le ompo Comp In a MeGeneral, Shortcuts:se New o rC keyb

e Card ferencference Card Re t Re Sut Shortcut Reference Card Shortc hortcu ect the
ld re

Shortcut Reference Card

In a Message:
Navigating: 1) enter or spacebar: scroll down a page/screen at a time 2) ALT-enter or spacebar: scroll back a page/screen at a time 3) b: scroll to end of page 4) t: scroll to top of page 5) u: jump to closest unread message 6) n: jump to next message 7) p: jump to previous message 8) backspace: close message and return to message listing Reply-to/Forward: 1) r: reply to or answer this message 2) f: forward this message Select Text (OS v2.1+): 1) Press the CAP key and then scroll the thumb-wheel t 2) Hold down ALT key + CLICK the thumb-wheel 3) Click scroll wheel and select SELECT from the menu. With either method, click the thumb-wheel and select 'Cut Selection' or 'Copy Selection'... to paste, open a new message or whatever, click the thumb-wheel, and then select 'Paste Selection'.

fo h WERTY e: C is s witeen at a time * On Q e function (i ent) e ut key g: m t av sh w tc u ge/scrs m ofNh igatinpointTo Topscroll doorn a pase the Tacreen at a time st m ar:uofoPage ap Go name s /s e ente or fe aceb n ll ba t1)new r s resprence cebila:r scroctionck a page a ac or Cre ld cros nter or hat sim ar fu -e Go up erlap t sp ovn/a 2) * Shou ALT ensureend of page do not s o appb:tscroll to t keys other 3) key ll Pagep om shorcu . of ALT + SPACE to Up page ys essage ut t: scro to cust rtcuts t ut ad shortc 4) sure thato closestrunreke m using sho sho tc 5) P (@) Previous essa , a Make u: jumperved xt mbilitygevoid * g res o xistinjump to nevera tion. ge listing with e 6) n: imize disc eviousamessage p to pr mbinRead n/a essa Drill Down / return to mlease max * To 7) p: jumT key coose message and eveloped. P Asp nckL ace: cl s on se a ing d that u8) ba Next (Messageill Day) for shortcut (,) ntact N st / be e rently co till cur et found her tion please lyst are s To he B (!) a Go of Page orcuts spreadsBottom e informa , the UED an Sh d: r to the /Forwar o th u Nanda r Reply-topads. For m erParis lmessage refe key Down cs or n/a Go or answ o 1)ed reply to localiz r: e from SWD message this 2) f: tiond meon forwar Down +): so SPACE BAR el t whe zaPage(OS v2.1 xt ll the thumbSeali for loc lect Te CAP key and then scro umb-wheel shift the s 1) PresActivate selectytext ICK the th left/right menu. CL the n ALT ke + SELECT from 2) Hold dow se el and select Global Levellect Global Level b-wheel and k scroll whe 3) Clic k the thum a new method, clic paste, open With either Applications lection'... to ALT + ESCAPE en Switch or 'Copy Se el, and th n' thumb-whe 'Cut Selectio ver, click the w ALT + ENTER Change hate message or Input Languages Selection'. select 'Paste Home Screen End Key Return to
Dial Voicemail Press and hold 1

Turn on (but not o ) num lock ALT + left shift Turn on / o cap lock ALT + right shift

Sleeve Concept
To accommodate carrier needs and our BlackBerry Brand needs. We can have an outer shell that reserves space for carriers logos. While the inside box simply has BlackBerry specific brand packaging.