Mustard and Gum

This blog post will again answer three questions, this time however, on two articles; "Isn't it Iconic?" by Stacey King Gordon and  "The Power of The Box" by Tuija Seipell.

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 buy) something.
   
   I believe the packaging is pretty important since it is the first impression of the product on the costumer. It might either draw or repel the costumer. However this mostly applies in extreme conditions. If a packaging is very appealing it might even be bought just for the packaging, or else if the packaging is extremely distasteful it might not be bought just because of the repelling packaging. If the situation, the packaging, is not extreme it will only be the second factor that comes after the quality of what is inside the package.
   I think people don't just go and buy products, but do research on what to buy first (at least I do). In this case the packaging does not play a big role because the buyer first asks what to buy to a person with knowledge on the that type of product. Advice plays a great role in peoples decisions in shopping; it might overrule a very ugly packaging. I doubt that people will buy a repellingly packaged product without an advise or previous experience.
   If these conditions do not apply and a person is about to buy a product of a type for the first time, packaging is a significant criteria. And the effect of each package on each person varies. Children will be attracted to childish, colored and fancy packaging (although they may lack behavioral design success). On the other hand, an adult might just look for a decent and professional looking packaging. A women will be drawn to a packaging while a men is drawn to another one... In other words, each package has a different impact on different people.
   For me, when my father asked me to buy mustard, it was my only choice to buy only through looking at the packaging. Glass or plastic? Bold yellow or fancy colored? Full of text or plain? In the end, I bought the professional looking glass packaging painted simply with just enough text as explanation
    
2. What other products have iconic packaging?
   
   The drink Caprisun has an iconic packaging, to me at least. I used to drink and love this juice when I was young, and since I was not very familiar with reading and writing — also I have been bad with remembering the names — I would distinguish this delicious product by its unique packaging. This packaging fits all five points/requirements pronounced by Stacey King Gordon: It is simple; uses basic and bold colors; is different, appealing and easily distinguishable but does not stand out more than it should; is still nice after being subject to adjustments over years; lastly, it contains an extraordinarily delicious product. Also, the feel of packaging is a success; it takes ones grasps shape when being used.
    
3. What usability issues exist for packaging? Give examples of particularly good or bad packaging from a usability perspective.
   
   Usability is very important in packaging. A fragile product packaged in a soft container, a product that one plans on carrying in ones pocket packaged in a big container... These will fend off the consumer. When buying gum — and I do this frequently — the usability of the package plays a great role in my decision. Will it fit my pocket? Will its weight annoy me? Does it have sharp edges that will hurt me? Is it hard enough so that the gum will not be squashed? Will the box open and set the gum free into my pocket? After these questions, I always pick this over this (too big) or this (the box opens by itself in my pocket).