REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Eye candy We have a color calibration tool that arrived in the most complicated packaging I’ve ever encountered. It was a puzzle trying to figure out how to put the various origami-like pieces back together. Perhaps the creators of the frustrating package were trying to mimic the highly designed Apple product boxes. If so, what the Eye-One Display designers failed to realize is that Apple’s containers are not only pleasing to the eye, but they are also easy to open and close. A “less is more” approach would have made the packaging easier to use, and probably more visually appealing. When you lose the functionality of a piece, whether it be a package or a brochure or a website, all the user remembers about the experience is frustration.

Contributed by Katie

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