I have always been intrigued by what people buy in the store, how a product is packaged and what makes people pick up a product. What makes a person pick one product packaging over another when they sit side by side? Do people buy because of the color? The typeface that is used or the illustrations or photography on the package? Or do they settle to buy the less pretty packaging because of price? How does a package open? Is there a sleeve or do you tear something? How is the product revealed when you finally open the box? Is it nestled in or does it pop out at you? Does the experience make you smile or do you just want to throw it across the room because it’s so hard to open? 

In my last professional role, one of my first tasks was to re-design the in-house packaging. The packaging looked dated with 4 color printing and there was no room for making changes or adding revisions. We would have to do a running change and scrap the already printed boxes which costs a lot of money. We transitioned to a craft paper design and one color printing which was more cost effective and sustainable. We provided a dedicated label space for any changes to model data.

The next item I was responsible for was to explore new types of in-store retail packaging that would be available in a Costco or major retailer like Home Depot or BedBath and Beyond. 

In my IOM case study I had mentioned that I was able to learn SolidWorks for IOM development, but it has also been extremely powerful in producing new packaging concepts. The ability to model fully working parts and how they function has been tremendous in learning the mechanical side of what I love about packaging and not just the creative side. Having a product that actually functions and works as you envision it is very eye opening. Troubleshooting your own mechanicals from the beginning and problem solving has been a challenge but very satisfying. Now, the hard part, is the cost! Tooling and material costs are almost always out of a creatives budget. Many of our wow factor ideas get watered down and most often times never get manufactured.

Now that more and more retailers are selling products online, how do you capture your audience? Through innovative packaging experiences. What type of unboxing experience does someone want to feel? There are videos online of unboxing experiences. If you are an Apple person, their product boxes are ones that have been documented many times.

Lastly, I was asked to create packaging concepts specifically for our retail products that were only sold online. Once completed we were supposed to create an unboxing video online. However, these were all concept based and did not go to market. The purpose was to elevate our customer brand experience, achieve more online sales and receive referrals based on product experience. Tools: SolidWorks, Illustrator, DImension.

I have a “collection” of items from bags to boxes to everything else in between. I am one to “collect” packaging, for the type of paper, materials, printing process, tape enclosure and how each piece is opened. These are the random things that inspire me, motivate me and spark innovation and creativity. This is called “competitive shopping” at it’s best. It’s research. Don’t judge me! Artists collect things! I should just take pictures of everything and throw things out but I do like being able to have the physical item in my hand. Ask me if I have something, I might have it! 

As my packaging design experience had been cut very abruptly, I definitely would like to see how far I can take it. I do think about accessibility in package design.

What if you can’t see, how does it translate? What if you don’t have the motor skills to physically open anything anymore? How does that feel? Not everybody is gifted with sight or touch. What would be the next level for product packaging? What type of innovations will the consumer experience move toward? I would like to challenge myself possibly in the Consumer Electronics Industry in packaging design. With my hybrid capabilities of thinking mechanically as well as creatively, you will get a complete design package! Let’s discuss!