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Tuesday, July 11, 2006

How to Not Get branding

Fabulous video, apparently by Microsoft, on YouTube, parodying how Microsoft would've designed the box for the iPod if it had've been an MS product. The result is the same box as you see for every other non-Apple MP3 player out there, and guaranteed anonymity in the stores.

Of course, it could be argued that if every product had an Apple-style box, then the ones in the MS style boxes would stand out. Furthermore, Apple can only get away with the total lack of product information on their boxes as everyone already knows about what's inside, and of course Apple stuff just works. Otherwise, people need information before committing to buying a product - however fancy the packaging, they won't buy a product if they don't know what it is, what it does, and whether or not it will work for them.

There's a happy middle ground I believe - design and branding that is simple enough and strong enough to stand out amongst all the other product boxes, but which conveys enough information to the buyer for them to be comfortable making their decision.

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