1. When consumers go to the store, the first thing they see about a product is how it is packaged. While the mantra taught from kindergarten is “Don’t judge a book by its cover,” the human psyche usually overcomes this. People get their first impression of a product based on the packaging. If the packaging is poorly done and looks cheap, it is likely that the person will not make the purchase. Ergo, packaging is extremely important in marketing a product. Packages need to clearly indicate the product that is found inside. Gordon discusses the main features of an iconic package in her article. Packages need to be simple, have a good color scheme, daring to be different, and changed only when necessary. As soon as a good package is made, consumers will always remember and associate a product with the package. Everybody knows what the classic Heinz ketchup and Coca Cola glass bottles look like. In my experience of shopping, there have been certain packages that have led me to make a purchase and many more that have led me to not make a purchase. For example, when I was in Inner Mongolia, I wanted to buy a bottle of traditional Mongolian horse milk. There was one bottle that was just a standard glass bottle with a label on it. However, I found another bottle that was in a leather pouch with a picture of Genghis Khan on it and the name of the drink written in Chinese and Mongolian. Naturally, I bought the latter because it was a much more interesting, unique bottle.
2. Aside from the products listed in the article as having iconic packaging, many other products have gained this status as well. Apple has surely become an iconic part of the technological culture today. The white apple, often on a black background, is pretty much recognized by all. IPods are sold in hard cases to protect the device with a clear covering so that the consumer can see what is inside, and the contents of the package are clearly labeled. Apple computers are sold in boxes that are simple to interpret and have a nice color scheme. Usually, the box is white and there is a picture of the computer on the front along with some of the featured applications. Other products include Campbell’s soup cans, Kraft macaroni and cheese, and pretty much all name-brand cereals.
3. While the packaging of a product is meant to help catch the eyes of the consumer, it is necessary that the packaging satisfy certain conditions in regards to usability. Firstly and most importantly, the package needs to protect whatever is being kept inside of it. Water should not be able to get to the product, the package should be able to withstand a fall, etc. Nobody wants to buy something that is broken when they open the package. Packages should also be easy to open. Consumers should not have to struggle to open the package because not only is it extremely frustrating but also it could potentially damage the product. Packages also need to clearly indicate what the product is. There shouldn’t be any confusion as to what is being sold. From past experience, I know how frustrating it can be when packages are too difficult to open. Oftentimes, electronics are sold in the heavy-strength plastic that requires scissors to open. It only gets worse when one cuts the package because the plastic is quite sharp and can hurt. In terms of usability, this is an extremely annoying package to have to open.
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