OoB Packaging

8/2/2019 OoB Packaging

1/27

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


2/27

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


3/27

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


4/27

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


5/27

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.


6/27

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.


7/27

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.


8/27

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.


9/27

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


10/27

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


11/27


12/27

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


13/27

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


14/27

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


15/27


16/27

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


17/27

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.


18/27

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


19/27

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.


20/27

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


21/27

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


22/27

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


23/27

8800 Concept

BatterySIM

1

5

6 7

2 3 4


24/27

Cube Concept


25/27

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.


26/27

*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.


27/27

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.

Documents

OoB Packaging