packaging
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Augmented reality makes Thundercats packaging way cooler than the toys themselves
What happens when the toy packaging becomes more exciting than the toy itself? It's an interesting experiment that's now seeing the light of day courtesy of Bandai's new Thundercats and Ben 10 toys, which come to life through a smartphone screen via Aurasma's augmented reality. The company promises that the packages help kids "examine every part of the toy before purchase." That's important. And hey, so's setting them up for a lifetime of disappointment. Video after the break.
How Apple tests product packaging
We all know just how obsessive Apple is about the little things. Scott Forstall, Apple's VP of iOS software, has mentioned that he uses a photographer's loupe to make sure that every pixel on the iOS interface is "just right." Now an upcoming book opens the door on a secret room at Apple HQ where product packages are designed and tested. The book, Adam Lishinsky's Inside Apple, will be available in ebook and printed form tomorrow (January 25, 2012) and opens the kimono on the inner workings of the company. NetworkWorld had an early look at the book, and in one section Lishinsky described a packaging design room that is accessible to only a few people who have the proper security clearance. Apple wants the user experience to start when the consumer first picks up a product box in a store. Lashinsky discusses how the room was once filled with hundreds of iPod box prototypes. The reason they had so many prototypes? Apple wanted to determine exactly which box evoked the proper emotional response in a customer when they unboxed the product. In a quote from the book, Lashinsky notes that "One after another, the designer created and tested an endless series of arrows, colors, and tapes for a tiny tab designed to show the consumer where to pull back the invisible, full-bleed sticker adhered to the top of the clear iPod box. Getting it just right was this particular designer's obsession ... What's more, it wasn't just about one box. The tabs were placed so that when Apple's factory packed multiple boxes for shipping to retail stores, there was a natural negative space between the boxes that protected and preserved the tab." Apple's fixation on box design must work: I still have all of the boxes for my iOS devices and Macs. Most other product boxes end up in the recycle bin after a few days.
Verzo repackages Kinzo Android smartphone, offers lower prices in response to user feedback (video)
We've gotta hand it to Verzo. It's not every day that a manufacturer lowers the price of its flagship smartphone in explicit response to consumer feedback, yet that's exactly what the Americano Czech company has done today, with a new pricing and packaging scheme for its Kinzo Android handset. Previously marketed as a single, accessory-laden package for $459, the 4.3-inch device is now available in two bundles: the Verzo Kinzo Plus GPS, and the standard Verzo Kinzo pack. The former, priced at $384, includes offline navigation capabilities and a carholder, while the latter ($349) does not. According to the company, the prices are in effect as of now, and "will stay that way." Best of all, anyone who bought the Kinzo at its original price will now be able to recoup the difference, courtesy of Verzo. But don't take our word for it -- check out the above video to hear it straight from the source.
Apple updating some packaging after OS X Lion release
Apple has updated the packaging on several Macs after the debut of OS X Lion, according to MacTrast. The site's managing editor compared a Lion-running MacBook Pro and a Snow Leopard-running model he purchased earlier this year; other than the new machine running Lion, the two Macs had identical specs. The most obvious change to the packaging is that rather than featuring Snow Leopard's aurora desktop background, images have been updated with the Andromeda Galaxy wallpaper that comes standard with OS X Lion. It turns out that part numbers and SKUs differ from the pre-Lion MacBook Pro as well, with the updated numbers likely reflecting the changes in OS, keyboard differences, and included supplemental material. MacTrast also found that the build number of OS X Lion preinstalled on the MacBook Pro differs slightly from the version downloaded from the Mac App Store -- 10A511a rather than 10A511. The new machines also have the keyboard changes that were initially discovered a few days ago. The biggest change? New Macs are shipping without restore media of any kind. Before Lion, Macs shipped with two packages: "Everything Mac," and "Everything Else." These two packages included all the hardware-specific restore discs (including Snow Leopard and iLife), warranty information, Apple stickers, and the tiny pamphlet that gives users the bare-bones info they need to get started on their Mac. Those restore discs are nowhere to be found in post-Lion Macs. This turns out to be problematic, as according to MacTrast's investigations these newly-shipping Macs don't have the ability to restore Lion to a bare hard drive over the internet. Installing a blank hard disk in the new MacBook Pro showed the dreaded flashing question mark folder with no options for Internet Restore, and without any restore media it was impossible to get Lion running on the new drive. We've covered a couple methods for creating your own Lion recovery disk here at TUAW, so there are workarounds for this issue. MacTrast ran into a problem attempting to download the Lion installer from the Mac App Store, but even if the Store is telling you the software is already installed, you should be able to download it anyway by holding down the Option key and clicking "Installed." From there, it's a matter of following online instructions (either here or elsewhere) to create a functional install disc of your own.
Star Fox 3DS case is environmentally friendly in a neat way
Nintendo has found a neat way to make its perforated, environmentally-conscious 3DS packaging into something wonderful. Siliconera snagged an image of Star Fox 64 3D's case, which slips tiny avatars of the game's key players in each hole, Brady Bunch-style.
Dell to trial mushroom-based packaging on servers, hugs IT hippies
We've already seen Dell embracing the bamboo woods to package its products, so what's next for Round Rock's green fingers? Mushrooms, apparently. Unveiled at the Fortune Brainstorm Green conference yesterday is a biodegradable cushioning tray, which is grown -- yes, grown -- out of a mold stuffed with old cotton hulls, mushroom spawn, and nutritious agricultural waste. While it does take about five to ten days for the mycelium (aka mushroom root) to form the desired shape, the merit of such process is that all the energy required for the manufacture is provided by the recycled waste, thus reducing other energy dependencies. What's more, this fungal packaging has already passed Dell's extensive lab tests "like a champ," and it'll soon be trialed on Multipack packaging shipments for the PowerEdge R710 servers. If you want to thank Michael, he'll be in his usual tree house.
Amazon lists three Tron: Legacy Blu-ray 3D packs for sale
Looks like Disney's going all in on that promise to offer Tron:Legacy on Blu-ray 3D day-and-date with the standard release, while it hasn't been announced officially Amazon already has three separate editions available for preorder. Pictured above is the five disc limited edition with Tron: The Original Classic Special Edition and special identity disc packaging, while the others are a five disc set minus the special case and a four disc combo pack that drops the 1982 original. No word on price or release date, but DiscDish mentions the original will also be available in its own two-disc pack if you're not a Daft Punk/Olivia Wilde fan.
MobileMe may be Apple's least "green" product, packaging-wise
When I purchased my MacBook Pro in early 2008, I threw down US$69 for a .Mac (now known as MobileMe) membership. I expected to get an email confirmation of my .Mac order (which I did), followed shortly by another email with an activation code. Instead, I received the hot mess you see in the pic above (US size 9.5 shoe included for scaling purposes). First, a huge FedEx package, about the same size as the current MacBook's packaging. Rattling around inside of it was a cardboard box with .Mac emblazoned on the front, large enough to fit a CD or DVD inside. But instead of a CD or DVD, I found a small paper booklet with a sticker on the front page containing my activation code. In all, it was about a pound of packaging (at least) for something that really didn't need to be mailed to me at all. Nearly three years later, the situation hasn't improved. The New York Times notes that MobileMe's packaging needs to go on a diet, and they're absolutely right. Apple's made a big deal in recent years about its push for "greener" practices in both its products and its packaging, and they've made big strides. In 2006, Greenpeace gave Apple very poor ratings for its environmental practices. Greenpeace spent the next few years hounding Apple for its environmental record, until earlier this year when Apple got top ratings. Apple has since slipped to ninth place in the rankings.
Only 600 products use Amazon's frustration-free packaging
We know it's been said before, but it's worth saying again: over-packaging is, by almost everyone's judgment, rampant and ridiculous. Nearly two years after Amazon introduced its "frustration-free" packaging -- with a few hiccups -- only 600 of the millions of products on Amazon.com have been modified to reflect the simpler packaging needs of online customers over their retail counterparts (no need for theft deterrence or making products stand out on the shelf). It's a big hit with customers: when manufacturers switch to more streamlined wrappers their products earn a whopping 73% reduction in negative feedback. Amazon is trying to take this message directly to product manufacturers: Philips, for example, recently saw success with downsized packaging for its Essence toothbrush and plans to "expand [its] frustration-free packaging options with Amazon." Happy online shoppers still don't seem to be enough to make a lot of the big dogs cut down on packaging, however. Even though streamlined wrappers save oodles of resources up and down the supply chain, the bottleneck towards making the switch seems to be in the glacial pace of change in packaging design and distribution at big manufacturers and retailers like Target and Walmart. Le sigh. If we were running for office in 2012 -- which we can neither confirm nor deny at this point -- we'd fast-track wrapper downsizing faster than you could say "I just slashed my wrist trying to open this bubble pack of ball-point pens." [Image credit: boltron~'s flickr]
No Comment: Apple Germany says nein to eiPott
How do you say "completely unsurprised" auf Deutsch[1]? Berlin-based blog BZiPhone reports that the German-made eiPott has been delivered the death blow, courtesy of Apple Germany (translation). The computer and phone maker has gotten a restraining order against the Erbach-based koziol, maker of cute housewares for the stylish home. The lawsuit, which was presented in what Google Language assures me is the "Hanseatic Higher Regional Court," means that koziol will no longer be able to use the eiPott name to sell their plastic egg holder. Apparently the item could have been confused with another product. Shocking. The iPod-inspired package will also need to be redesigned.
Earbud packaging so cute, you can almost hear it
In-ear headphones, like underwear, present a problem to vendors and consumers: there's no good way to try them out before you buy them, without sharing unsavory parts of your body with others by proxy. So what do packaging designers -- the only ones who can do an effective job of selling you things you can't test drive -- do? One of three things, generally: they keep it boring (Etymotic, Sennheiser, COBY), hit you over the head with xtreme street grafix (Skullcandy, WESC) or they get creative. Panasonic's RP-HJE 130 earbuds exist only in award-winning-designer-concept-land, but we can guarantee you our moms would just flip if they saw them on the shelf at Target, and they'd probably end up in our Christmas stockings no matter what they sounded like. Now can someone out there please make some disposable earbud sheaths for us, for demo's sake? Like those things the doctor sticks on the in-ear thermometer? Thanks in advance.
New iPhone 3GS 8GB features redesigned box with iOS 4
Couldn't very well have an iPhone for sale showing an outdated version of the operating system, now, could you? Just wouldn't be civilized. [Thanks, anonymous tipster]
iPhone 4 arrives at Walmart (update: and Best Buy!)
Check out that sweet, sweet box. Yes folks, we seem to have received our very first in-the-cardboard picture of the retail iPhone 4 out in the wild. We don't work at Walmart, so we can't verify this one for ourselves, but our tipster says Apple's latest phone has just landed in the big box retailer's storehouses. P.S. -- Before you start frothing at the mouth, the CDMA coding on the box in the background relates to an LG 290C handset also stocked by Walmart. Update: A shot of a Best Buy arrival is past the break.
What the HTC EVO 4G packaging does -- but hopefully won't -- look like
There are actually days when we envy those who are paid to hawk telephones. Today, for instance, we hear that certain Sprint employees have recently obtained an HTC EVO 4G. However, our jealousy is tempered by the fact that we've already spent considerable quality time with the superphone, and, quite frankly, by the ridiculous packaging you see immediately above. Pardon our French, but it looks like a microwavable food tub. See a pair of close-ups after the break. [Thanks, Anonymous]
Dear Aunt TUAW: Apple borked my box. Now what?
Dear Aunt TUAW, I ordered a 32GB iPad WiFi+3G model back in March, shortly after they were announced. I ordered a few accessories too, each of which has shipped separately ahead of the iPad. I received the first accessory today via FedEx--the iPad Dock. I've always been a fan of Apple's packaging and the dock is no exception. As so, I'm always especially carefully when opening Apple stuff as not to damage the packaging. What I did find a little odd, though, is that they put one of those plastic tabs (as if it was hanging in a retail store) right over the only opening to the box. Despite my best efforts, I wasn't able to remove the plastic tab that was VERY well affixed to the box without damaging it and leaving glue-like residue behind. I guess I won't be saving this well-designed box for the future -- unless you can help! Thanks in advance for any advice. Love, your nephew, Andrew B.
Amazon patents packaging surveillance, says it's for our own good
So here's the sales pitch: Amazon wants to film the packaging and preparation of your goods as they get ready to ship out in order to make sure your order is properly fulfilled and addressed. Stills or the whole video are then forwarded along to you, so you can check 'em out. Granted yesterday, the patent for this oh-so-complex monitoring system is actually quite specific -- it's only operative if your order includes "at least one book, food item, bottle of wine, flowers, or jewelry," so it's not like Amazon can keep everyone else from doing this -- but hey, it also references verification of "collateral items," which is a fancy way of saying it'll be used to make sure third party fliers and advertisements make it into the box along with the stuff you actually want, so it's not all roses and sunshine. [Thanks, JagsLive]
Amazon's frustration-free packaging is anything but for hard drives
It's all well and good to cut corners when you're ridding durable, miniature electronics of their brittle plastic clamshells -- but this time, Amazon's "Frustration-Free Packaging" initiative has gone too far. The company's shipping computer hard drives in the stuff. According to dozens of irate customers, Western Digital hard drives shipped by the e-tailer over the past several months have arrived in damaged cardboard containers, thin layers of bubble wrap, or even loose in a simple electrostatic discharge bag without an ounce of padding to keep them from harm. And while some buyers shipped them back immediately when they saw what had happened, many who tried them anyhow found their magnetic storage dead on arrival. While we're not certain whether Western Digital or Amazon was at fault for placing the drives on the "frustration-free" list in the first place (Seagate drive buyers haven't reported similar issues), Gadget Lab reports that Amazon is aware of the problem, and already working to ensure future (lack of) packaging avoids causing more frustration than it's worth. Read the horror stories with pics at our source links below.
AT&T moves toward eco-friendly packaging, earns our approbation
Notice to all gadget makers and vendors: if you reduce your packaging and engage in environmentally conscious behavior, you'll get free press out of it and positive brand awareness to boot. Take for example AT&T's newly announced design specifications for its own-brand phone accessories and packaging requirements for cellphone makers. Both are geared toward minimizing the surplus of paper and plastic that tends to come with the purchase of your device, and both will require the use of recycled and recyclable materials. AT&T expects to save 200 tons of excess materials by the end of 2010, which is very encouraging, but also disturbing in that it lets us know we were wasting 200 tons each year that could, presumably, have been saved by some sager planning. Anyway, better late than never -- and guess what, it will probably end up costing the company less than those inane advert attacks on Verizon.
Mature-themed Wii games get the black box in Japan
Nintendo of Japan has launched a new program to better differentiate its diverse Wii software lineup. According to the company, future Wii games that earn a CERO C rating (equivalent to ESRB's Teen rating) or above will be packaged in new black boxes. Likely, this initiative was started due to the upcoming release of Zangeki no Reginleiv, Nintendo's first CERO D–rated game (ages 17 and up) in Japan. It seems this is a platform-wide mandate, as Biohazard: The Darkside Chronicles looks to become the first third-party game to sport Nintendo's black packaging. By differentiating "hardcore" games from the rest of the Wii lineup, core gamers should have a much easier time identifying the titles they might like. As for helping "casual" folk make the quick decision, it's as yet unconfirmed if Nintendo will continue to use that striking red box for all Mario-themed games. [Via Siliconera]
European Heavy Rain special edition looks wet, classy
If you're still a little incensed about the totally boobular North American box art for Heavy Rain, you might want to skip right past this post. See, Sony Europe recently revealed the EU-only special edition bundle for Quantic Dream's mystery/thriller, and it looks pretty wonderful. It's got stylish fold-out packaging covered in realistic, imprinted raindrops, and comes with a DLC voucher, a page covered in helpful notes and some do-it-yourself origami. More importantly, the front of the game doesn't look terrible. Europe's current ratio of not-terrible Heavy Rain covers to terrible Heavy Rain covers is an impressive 2:0. They are batting 1000, as far as not-terrible Heavy Rain covers are concerned.
