Packaging

1. I think packaging is one of the biggest aspects in marketing. Even if people love the idea of a product on a commercial, if the packaging turns them off in real life it will not be successful. Often times, products are very similar, and one of their main distinguishing factors is the packaging. Packages must list some of the features, or at least components, of the products they contain; otherwise the packaging will be too boring and useless. Generally I try to choose products based on their feature set as well as compatibility with the things I already own, as opposed to something as trivial as packaging- unless it is something of small consequence, like a bag of chips. The biggest case I can think of packaging influencing my purchase is when I completely ruled out buying a printer because there was no actual picture of the printer on the box.

2. Had I been asked this question a year or two ago, I would have answered Apple. The boxes for the first through fourth generations of iPods were classic. The simple black cube, with a white apple on one side, iPod on another, and the stats on the bottom. No flashy gimmicks or anything superficial. The box unfolded multiple times, like a Christmas present, and at the core was the iPod. The cables and headphones were hidden in what was essentially a cupboard in the box, so all that was seen after the box was unfolded was the iPod. This was not only good packaging by itself, but was a perfect physical manifestation of the iPod and the Apple brand. Apple now simply ships the iPod in small plastic boxes, but I still haven't seen anything since in terms of packaging that rivals that design.

3. Definitely the worst usability issue with packaging is just getting the damn product out. It is the most frustrating feeling when all you want to do as an 8 year old kid is just play with your new stuff and it takes 45 minutes to get it out. All of the blister packaging, heat sealing, cardboard, plastic upon layer of plastic, twister ties, rubber bands...