A BroAd Stroke overview of Product PAckAging todAy
The consumer marketplace is becoming more
crowded and more competitive on a daily basis. As a
result, capturing the attention, the imagination and
the loyalty of the customer is both more important
and more difficult than it has ever been before.
Many manufacturers and retailers are looking to
their packaging to help them stand apart in these
close quarters. And what has traditionally been a
protective, tamper-proof cushioning device is now
being asked to work harder, longer and with greater
sensitivity for the environment.
Whether seen on shelf, in store, online or in
hand, packaging has an important job beyond
playing bodyguard.
It is an essential vehicle for the brand.
Tech Packaging
Considering that competition among portable
devices is some of the fiercest, it is little surprise
that this category has evolved significantly
over recent years. What was once a six-paneled
specification sheet is becoming a bastion of
minimalism, where less – a single image, a logo and
a name – is expected to do it all.
This is partly due to universal standards: No longer
does the customer have to scrutinize small-point
type on the back of the box while wondering what
edition they’re using at home. These days, if it’s on
the market, it’s expected to work with everything in
the store.
Of course, another reason is the adoption of
traditional luxury design cues by brands further
down the ladder. By co-opting minimal text, high-
quality photography and super-rich one-color
layouts, mid-range brands are trying to give their
products a sense of exclusivity and cachet.
Trends
Of course, product packaging is as diverse as
consumer products themselves, and just like the
things we buy online and at the mall, some are
better – sometimes much, much better –
than others.
This is where the Landor Trend Report comes in.
We’ve collected examples of some of the most
inspired, most innovative packaging from a range
of categories for your review, and provided our own
insights as pioneers in the field of how suitable
some of these trends are for the Verizon brand and
its product portfolio.
SuStAinABLe StructureS
PerSonAL eXPreSSionS
tAiLored interActionS
Product PedeStAL
Look for these icons to indicate the trends for each product.
| PACKAGING TREND REPORT 20105
SuStAinABLe STRUCTURES
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The shift toward sustainable packaging materials,
such as paper, bamboo and similar sources, is not
so much a trend as it is a mandatory. This is largely
because of the demand of consumers who have
grown up with greater environmental awareness
and who prefer not sending more plastic to landfills
and incinerators.
For manufacturers, there are benefits in addition
to accommodating conscientious consumers. The
past several years have seen a wide variety of
sustainable materials come to market, many of
which can be advantageous in terms of cost and
especially innovation. When good design meets the
right sustainable material, the package may never
be thrown out, and rather become a functional
device on its own.
reuSe, reuSe, reuSe
| PACKAGING TREND REPORT 20107
The PUMA PhoneSOLAR CeLL PHONePrecision imprints with a smaller footprint.
SuStAinABLe StructureS
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The Puma solar cell phone is a prime example
of new forms finding new functions through
sustainable materials. Made from paper pulp, its
hinged design takes inspiration from outside the
category. An approximation of a briefcase or tool
set with dedicated recesses for each component,
the full system, upon opening, is presented
to the customer in a carefully choreographed
arrangement to heighten anticipation and
emphasize the quality of the product’s
engineering.
BECAusE OF ThE PACKAGE’s INNOVATIVE CONsTRuCTION
AND ITs usEFuLNEss As A sTORAGE DEVICE, CONsuMERs
ARE ENTICED TO KEEP IT AND AVOID PLACING IT IN ThE
RECyCLING BIN.
SuStAinABLe: inSide And outSide
| PACKAGING TREND REPORT 20109
SPRInTReCLAIM CeLL PHONe
high-tech device meets a natural expression and recycled materials.
PUMASHOe BAG
Literally “outside the box” and good to keep around.
SuStAinABLe StructureS
| PACKAGING TREND REPORT 201010
SennheISeRHeADPHONeS
special-edition, environment- loving packaging.
eBAY BoXReUSABLe SHIPPING BOX
A new set of reusable boxes as part of a pilot program to make shipping a little greener.
| PACKAGING TREND REPORT 201011
MoDKATLITTeR SCOOP
second-use packaging: Plastic tag turns into a dust pan.
PACTUNDeRWeAR
Organic & sustainable underwear says it all.
SuStAinABLe StructureS
| PACKAGING TREND REPORT 201012
recommendAtion
Verizon Wireless has already taken an eco-friendly
tack with its packaging through its choice of
materials and processes. however, because of
established consumer expectations and wide
exposure to eco-friendly practices, such as using
uncoated recycled paper stock and vegetable
dyes, there is little benefit in trumpeting its
dedication to using renewable materials.
ThE REAL OPPORTuNITy FOR susTAINABLE PACKAGING
Is ExTENDING ThE usEFuLNEss OF ThE sTRuCTuREs
ThEMsELVEs.
IMPlICATIonS
Although Verizon Wireless packaging has already adopted eco-friendly measures, there remain opportunities to increase the percentage of sustainable materials used. Additionally, by revisiting and rethinking pack structures themselves, Verizon Wireless has the potential to make great inroads in this trend of secondary use meeting sustainability.
recommendAtion
| PACKAGING TREND REPORT 201013
PerSonAL ExpRESSionS
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Attention PLeASe.
using packaging design for fun brand expressions is
nothing new, but tech products have traditionally been
information- and photo-heavy as manufacturers have
had to assuage concerns over things like compatibility.
At this point, it’s usually assumed that devices are
universally compatible and engineered for ease
of use. With technical specifications no longer a
primary design element, this information has been
moved to the in-box documentation, increasing the
available live space dramatically.
Product hero imagery has logically rushed in to fill
the void. Larger, higher quality images celebrate
design and heighten consumer desire. however, one
innovative approach has been to rethink the visual
design of the pack: rather than use the space
to communicate the functional benefit, which
the consumer is probably already familiar with,
why not use it to express a distinctly emotional
benefit? This has led to bold or unexpected human
expressions that reflect the brand personality.
Catching the consumer by surprise or reflecting a
positive internal perception is highly effective at
raising brand awareness and brand loyalty.
| PACKAGING TREND REPORT 201015
eARBUDeezHeADPHONeSFaced with a choice.
PerSonAL eXPreSSionS
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One highly successful example is the line of
Audiovox Earbudeez. For a product that is usually
encased in an impenetrable clamshell package,
Earbudeez takes a different approach that speaks
directly to the consumer. Through visual design and
slight variations in the earbud positioning, playful,
expressive faces alight the primary panel. When
making his or her selection, the consumer partakes
in a meaningful exchange as they consider their
personal view of themselves.
CONsIDERING hOW PERsONAL ONE’s MusIC usuALLy Is,
GIVING hEADPhONEs A PERsONALITy sIMPLy AMPLIFIEs
ThE OVERALL ExPERIENCE.
HeAdPHoneS witH PerSonALity.
| PACKAGING TREND REPORT 201017
PAnASonICHeADPHONeS
PerSonAL eXPreSSionS
| PACKAGING TREND REPORT 201018
Panasonic takes minimalism one step further
with its headphone packaging. The shape of
the product and its position in the primary panel
suggest a music note, all that is needed to
communicate its purpose and its personality.
ThE LACK OF ANy suPPORTING VIsuALs OR PRODuCT sPECs
ACTuALLy MAKEs A LOuD sTATEMENT TO ThE CusTOMER:
WE KNOW ThAT yOu KNOW WhAT ThEsE DO.
As a result, for a package with very little to look
at, Panasonic almost assuredly captures the
customer’s full attention.
tHe SHAPe of tHingS.
| PACKAGING TREND REPORT 201019
Bell TVTV DVR
“you know what the TV looks like, so we’re showing you what you are going to look like.”
BoXSAlPICNIC IN A BOX
Maybe the outside doesn’t have to explain what’s on the inside, because one look and you’ll never forget.
PerSonAL eXPreSSionS
| PACKAGING TREND REPORT 201020
Ge lIGhT BUlBSCONCePT PACKAGING
stay out of the dark and the dull.
MIllIBULLeT RUNNING SHOeS
speed as metaphor.
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GAUSSLIGHT BULBS
Night vision.
PerSonAL eXPreSSionS
AIAIAIHeADPHONeS & eARBUDS
Music isn’t the only thing getting plugged in.
| PACKAGING TREND REPORT 201022
This approach is usually device specific, reserved
for high-profile products. however, it is more often
turning up on accessory packaging to signal a
product’s – and a brand’s – approachability.
BECAusE OF ThE sIMPLICITy OF ThE MEssAGE, IT CAN
ACCOMMODATE NEARLy ANy OFFERING, AND As VERIzON
WIRELEss REVIsITs PACKAGING, IT Is RECOMMENDED
ThAT ThIs APPROACh BE ExPLORED. IN A CATEGORy WhOsE
DEsIGNs ARE OFTEN uNIFORM, ThIs CAN BE AN EFFECTIVE
AND hIGhLy MEMORABLE WAy OF sTANDING OuT.
IMPlICATIonS
Because of the need for standardized boxes,
manufacturing costs could go up, as this
design approach could demand additional color
stations to be used in printing.
recommendAtion
| PACKAGING TREND REPORT 201023
tAiLored inTERaCTionS
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eXtrA dimenSionS
Between advances in industrial design and the vast
choices of available materials and reproduction
methods, the device package is a prime target for
additional meaning beyond the protection of a product.
While thoughtful, artfully designed packaging is
nothing new, it has generally been reserved for
luxury products where that “extra special touch” is
expected due to the price. Only fairly recently has
this style of packaging descended the ladder to
items outside the premium category.
Lower costs have increased the viability of specialty
packaging designs for more manufacturers, opening
the door to greater opportunity to enhance the
connection between product/brand and the consumer.
| PACKAGING TREND REPORT 201025
AMAzon KInDlee-BOOK ReADeR
The tailor of Amazon
tAiLored interActionS
| PACKAGING TREND REPORT 201026
tHere iS notHing Like A good Book.
One example of tailored packaging in a non-premium
category is Amazon Kindle. EVERy AsPECT OF ThE
PACKAGING ExPERIENCE WAs CAREFuLLy CONsIDERED
DuRING ITs DEsIGN.
While the exterior appears to be a standard brown
Amazon shipping box, upon opening it, the consumer
encounters a black interior and a black structure –
black packaging being traditionally associated with
premium products. The exterior varnish features
raised lettering, and after opening the package, one
finds the product itself in a pure white environment,
to both subtly and overtly reference the standard
print experience of reading black letters against a
white background.
Not missing an opportunity, the Kindle story itself
begins on the outside of the pack:
Once upon a time . . .
| PACKAGING TREND REPORT 201027
nooKe-BOOK ReADeR
surprise details say,“you can’t judge a book by its cover.”
tAiLored interActionS
Other approaches include using structure
and placement of additional items such
as manuals, QRGs and secondary product
components to assist the user in better
understanding the product. For example,
a 1-2-3 construction can be a valuable
instructional detail to aid in activation
or assembly.
There are limitless possibilities for instilling
packaging with calculated details such as
these. What they all have in common
is a meaningful insight into how to enhance
the user experience.
| PACKAGING TREND REPORT 201028
WIIVIDeO GAMe SYSTeM
What could be a complicated setup is made easy through thoughtful design.
VUeTIMe PIeCe
unique enclosure system invites interaction and reuse.
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MAC PACKAGeKeYBOARD
Precision fit of components emphasizes product construction.
URBAneARSHeADPHONeS
Reverse point of entry easily accessed through simple folding flaps.
tAiLored interActionS
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lITl LAPTOP
Out-of-category materials add interest and personality.
MARShAll HeADPHONeS
The purely functional re-thought as a unique expression.
BIzeRTe DVD AND BOOK
Neatly bundled old and new media give shelves presence.
InCASePROTeCTIVe TeCHNOLOGIeS
Alternating high visibility orange with black lends a premium feel to a largely functional product.
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noKIA PhoneCeLL PHONe
One box with multiple possibilities.
GloINTeRACTIVe BIBLe
The Good Book in a new way.
VooDooLAPTOP
Expertly fitted with the user in mind.
helGo ABC LIGHT BULBS
Fragile is no excuse for boring.
tAiLored interActionS
| PACKAGING TREND REPORT 201032
Because of the specialized processes necessary
for these types of packaging innovations, any across-
the-board implementation is not recommended.
hOWEVER, FOR FLAGshIP DEVICEs, IT Is sTRONGLy
suGGEsTED ThERE BE sOME sORT OF ADDITIONAL
DETAIL ThAT REAChEs OuT TO ThE usER.
IN FACT, MANy NOW ExPECT IT As MANuFACTuRERs
CONTINuE TO LOOK TO AMPLIFy ThE CONsuMER ExPERIENCE
ThROuGh suCh COMPLEMENTARy TOuChEs. IM
IMPlICATIonS
For the vast majority of packaging, this trend should have no impact, as tailored structures are reserved almost exclusively for flagship products.
recommendAtion
| PACKAGING TREND REPORT 201033
Product pEDESTaL
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Packaging as a means to highlight product
design is another trend being encountered more
frequently. In some ways the absence of packaging,
these types of structures strive to make the
product itself the hero.
There are many variations of this packaging type
including clear plastic molded around the product.
Others include representational renderings or high-
quality photographs of the product applied to a
traditional paneled structure.
HigHLigHting Product
| PACKAGING TREND REPORT 201035
Product pEDESTaL
IPoDPORTABLe MeDIA PLAYeR
Product as hero.
| PACKAGING TREND REPORT 201036
wHAt you See iS wHAt you get.
One brand that is implementing this packaging type
successfully is Apple with its casing for the Magic
Mouse. Glass-like, high-quality plastic molded to
a sympathetic shape surrounds the device, which
means absolutely zero visual interference. This
is literally as close as one can get to the actual
product without touching the actual product. In
this instance, the design of the Magic Mouse is
the hero and is solely responsible for establishing
a connection with the consumer and telling them
what they want to know.
TO BE suCCEssFuL, hOWEVER, ThEsE PACKAGING TyPEs
MusT BE ExECuTED WELL, AND ThE DECIsION MusT BE
MADE TO usE MINIMAL COPy AND OThER COMMON suPPORT
ELEMENTs. When faced with packaging mandatories,
such as legal requirements, whatever live space
is available must be used economically, which can
entail additional design time.
| PACKAGING TREND REPORT 201037
APPleACCeSSORIeS PACKAGING
Product pEDESTaL
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JAWBoneBLUeTOOTH HeADSeT
| PACKAGING TREND REPORT 201039
InCASeSLIDeR CASe
Product pEDESTaL
ARMoR MoUnTMOUNTS
| PACKAGING TREND REPORT 201040 40
zUneMeDIA PLAYeR
nIXonHeADPHONeS
| PACKAGING TREND REPORT 201041
XBoX 360ACCeSSORIeS
Product pEDESTaL
| PACKAGING TREND REPORT 201042
AIAIAIeAR BUDS
TIMeXWATCH
SAMSUnGCeLL PHONe
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TABleTKIoSKTABLeT
noKIACeLL PHONe
hTCCeLL PHONe
DYSonAIR MULTIPLIeR
Product pEDESTaL
| PACKAGING TREND REPORT 201044
This packaging type is largely a novelty and is
best used for products with a high level of
design and engineering.
In the future, it is entirely likely that Verizon
Wireless will bring to market a product that would
benefit from a non-traditional packaging approach
such as these.
IMPlICATIonS
None until presented with a viable product candidate.
recommendAtion
tHAnk you
230 Park Avenue South | New York, NY 10003 | (212) 614-5050
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