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8/2/2019 OoB Packaging
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Out of Box Packaging Design and Concepts
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.
Christine Poh
Wayne Lo
Jeff Boss
User Experience Design
March 6, 2008
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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 packag-
ing do not reflect that the
BlackBerry device is a high
end product.
Peripherals are not orga -
nized in any manner inside
the box
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Rogers BlackBerry Pearl
Graphics here better repre-
sent 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 packag-
ing 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
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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
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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 inter-
face of the iPhone on the box,
it communicates to users the
functions of the product with-
out listing them out (as theytypically 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.
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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.
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HTC Touch
The box itself is similar to the
iphone box design. It is black
and the HTC touch has a mini-
malist approach towards the
layout of information on the
box. Typography is clean and
simple. There is a lot of infor-
mation on the box but it is laid
out nicely. The use of Helveticaalso makes the type easy on
the eyes.
The box has a lid that is held
down with a magnet. The mate-
rial for the box is a dense, higher
quality of cardboard.
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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 documen-
tation 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.
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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 place-
holder is made of ribbon too
(unlike the plastic ones that
are seen in the other packag-
ing examples.) Stickers on the
back on the phone indicate
how to place the SIM card into
the phone and other instruc-
tions 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.
Prada Phone
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The packaging labelled MO-
TORAZR has a tab with arrows
indicating that it should be
pulled.
When you pull it, both ends
slide out and you can lift the
top part of the piece that slides
out.
Extra materials are found
inside the compartment
labelled sleeker, smarter,
stronger.
Motorola RAZR2V8
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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 differ-
ent 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.
Customized Packaging
http://www.notcot.com/archives/2007/09/aromatherapy_in.php
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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 thatuses its packaging as the lamp shade called,
Light Bulb Packaging. This product was show-
cased at the New Designers show in London.
http://www.dezeen.com/2007/07/30/light-
bulb-packaging-by-olivia-cheung/
Added Value
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Smart Packaging (RFID)RFID technology hasnt broken through into the packaging design market yet. As more smart products enter the con-
sumer 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 whatsizes or colors are currently available. This enables the sales asso-
ciate 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
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New SimplicityGrassroot 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 packag-
ing the designers developed an up-market,
reserved look, which combines attributes
from the elds 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 characteris-tic by presenting the fish as if it were still
gliding through the waves of the sea. In
the self-service chest re-frigerator the sh
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
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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.
High - Class
ABOVE: The Prada Phone and the Dolce and Gabbana phone (for LG and Motor-
ola respectively) are packaged differently than almost all other cellphones. Thematerials they use give the product a more luxurious value to it.
Right: Evian water bottle for high end r estaurants.
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MetaphorsUsing 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 B ags
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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.
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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 pur-
chase 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
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Sliding Box Concept
This sliding concept is a box that you have to push open instead of l ifting a lid. This concept may represent
any slider devices if we develop them in the future.
USBCHARG
ERSIM
BATTERY
DOCUMENTS
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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 illus-
trated instructions on the box that
show you how to place the sim and
battery in the phone.
The next drawer contains the quick-
start 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 comparte-
ment within the last drawer.
1 2
43
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8800 Concept
BatterySIM
1
5
6 7
2 3 4
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Cube Concept
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Sticker Concept
Call
Left Shortcut R ight S ho rt cut
LED Indicator
MenuTrackball
Back End
Alt Symbol EnterShift
Call
LeftShortcut RightShortcut
LEDIndicator
MenuTrackball
Back End
Alt SymbolEnterShift
Call
Left Shortcut R ight S ho rt cut
LED Indicator
MenuTrackball
Back End
Alt Symbol EnterShift
Removable Plastic Peelable Sticker
Peel Here
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.
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*OnQWER
TYkeyboard
s,theletters
houldreect
the
nameofthe
function(ie:C
isforCompos
eNewMessa
ge
orCreatenew
appointmen
t)
*Shouldc
rossreferenc
ecustomsho
rtcutkeyswi
th
otherappsto
ensurethat
similarfuncti
onsusethes
ame
shortcutkey
*Makesure
thatcustom
shorcutkeys
donotoverla
p
withexistingr
eservedshor
tcutkeys.
*Tomaximizedisco
verability,av
oidusingsho
rtcuts
thatuseanA
LTkeycombination.
Shorcutsares
tillcurrently
stillbeingde
veloped.Please
refertothesp
readsheetfou
ndhereforsh
ortcutson
localizedkey
pads.Formor
einformation
pleaseconta
ct
someonefrom
SWDocsorP
arulNanda,th
eUEDanalys
t
forlocalizatio
n
Compose
ShortcutRef
erenceCard
ShortcutReferenceCar
d
InaMessage:
Navigating:
1)enter orspacebar: sc
rolldownapage/scree
n at atime
2)ALT-enteror spaceb
ar:scrollbacka page/sc
reen atatime
3) b:scrolltoend ofpa
ge
4) t:scroll totopof page
5)u:jumpto closestun
readmessage
6)n:jumptonext
message
7)p:jumptopreviousmessage
8)backspace:closemes
sage andreturnto messagelisting
Reply-to/Forward:
1)r: replytoor answer
thismessage
2)f:forwardthismessa
ge
SelectText(OS v2.1+):
1) PresstheCAPkey an
dthenscroll the thumb
-wheelt
2) Hold downALTkey+
CLICKthethumb-whe
el
3)Clickscrollwheel an
dselect SELECTfromth
emenu.
Witheithermethod, cli
ckthe thumb-wheel and
select
'Cut Selection' or 'Copy S
election'...topaste, ope
na new
messageorwhatever,
clickthethumb-wheel, a
nd then
select 'PasteSelection
'.
Shortcut Reference Card
General Shortcuts:
Go To Top of Page
Go up
Page Up
Previous
Drill Down / Read
Next (Message / Day)
Go To Bottom of Page
Go Down
Page Down
Activate select text
Global Level
Switch Applications
Change Input Languages
Return to Home Screen
Dial Voicemail
Turn on (but not o) num lock
Turn on / o cap lock
T
n/a
ALT + SPACE
P (@)
n/a
N (,)
B (!)
n/a
SPACE BAR
left/right shift
Global Level
ALT + ESCAPE
ALT + ENTER
End Key
Press and hold 1
ALT + left shift
ALT + right shift
Shortcut Reference Card
In a Message:
Navigating:1) enter or spacebar: scroll down a page/screen at a time2) ALT-enter or spacebar: scroll back a page/screen at a time
3) b: scroll to end of page4) t: scroll to top of page5) u: jump to closest unread message
6) n: jump to next message7) p: jump to previous message
8) backspace: close message and return to message listing
Reply-to/Forward:1) r: reply to or answer this message2) f: forward this message
Select Text (OS v2.1+):1) Press the CAP key and then scroll the thumb-wheel t2) 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 newmessage or whatever, click the thumb-wheel, and thenselect 'Paste Selection'.
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.
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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.