Package Design - May 2015 - (Page 50)

The minimal design was chosen for its elegant look. Another advantage of the design's simplicity is that it's easily adjusted for different, international markets. 50 MAY 2015 the store shelf impact was a key driver. "It's really about how the box looks when you go in the store," says Krokstäde. "When you directly saw the old packaging, it looked good, but when you touched and felt it, it didn't give a premium feel." Additionally, Doro wasn't happy with the opening experience for the box. They were looking for higher quality finishing of the paper box and the pop tray that held the phone inside, and also a tougher package-the 810's package was damaged during shipping-and a better fit for the components nestled in the box under the phone. And because the intended market for the 820 is international, which means different instruction guides of varying thicknesses and power adaptors of varying sizes, and they all need to fit snuggly inside. In the previous version, the components would rattle. RESEARCH LEADS THE WAY Johann Lilljebjörn, global sales and marketing manager of Swedbrand in Shanghai-which also has offices in Hong Kong, Ho Chi Minh City, Tallinn and Gdansk-says the first step was to research the market and package designs for similar consumer electronic products. They were sensitive to the needs of Doro's target market, who need a package, says Lilljebjörn, that was "easy to open and easy to understand." They presented two concepts to Doro, one a rigid box and one foldable. The final design choice is a hybrid of the two proposals, which they rated for eco-rating, cost, and quality. The design is a white, thick paper slide-off sleeve over a white gift box, adorned with only a full-sized image of the phone on the sleeve and another on the lid of the box. The side of the sleeve shows an image of the side of the phone. There is limited text on the package, restricted to the green Doro name and logo on the bottom end of the box, and the required legal language for relevant countries. The sleeve measures 118x157x72.5-mm using 1200gsm C1S paper, and the box is made from 1000gsm C1S paper, with slightly smaller measurements. The result is an intuitive package designed with seniors' hands in mind, with all the components stacked inside in the order they'll be needed-phone , instruction book and the battery on top of the rest of the accessories. In keeping with the green mandate, the package uses environmentally-friendly glue and no plastic. The phone is nestled in a paper pulp tray, and soy ink was used for printing. "It's becoming quite popular to use soy ink," says Krokstäde. "Traditional ink is still a little bit cheaper but now soy has become normal to use, it's becoming the same price." Doro also gave Swedbrand strict requirements for the package's drop test, dropping the box from on the side and on the top from specific heights, which Swedbrand did at its own in-house quality department. "In the beginning we had a thinner sleeve, so we changed to a thick sleeve," says Lilljebjörn. "It was more about the thicker paper."

Package Design - May 2015

Table of Contents for the Digital Edition of Package Design - May 2015

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
Package Design - May 2015 - 70
Package Design - May 2015 - 71
Package Design - May 2015 - 72
Package Design - May 2015 - 73
Package Design - May 2015 - 74
Package Design - May 2015 - 75
Package Design - May 2015 - 76
Package Design - May 2015 - 77
Package Design - May 2015 - 78
Package Design - May 2015 - 79
Package Design - May 2015 - 80
Package Design - May 2015 - 81
Package Design - May 2015 - 82
Package Design - May 2015 - 83
Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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