Gucci’s Packaging – Not so Gucci

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Gucci’s Packaging – Not so Gucci

I recently conducted an interactive session on Design Thinking at a leading investment bank. It might be easy to assume that applications of design thinking at an investment bank are limited. It is quite the opposite though. And the applicable scope of design thinking just seems to grow bigger with each passing day. The team was also kind enough to present me with a thoughtful gift at the end of the session. A Gucci tie.

Now, once you’re in the design thinking fold, you are always processing and assessing products and services. As you might have noticed, the tip of the tie is a little crumpled. If I was the manufacturer of ties that retailed at anything between $60-240 or more, I would have been concerned about the experience a customer goes through of opening the packaging and seeing the product as well.

The tie came in a tall box which was in a slightly taller paper bag, fastened with an embossed ribbon. When you hold the bag upright however, the tie drops inside thanks to that often-neglected phenomena called gravity. This causes creases at the tip of the tie. Now while many might tell you it is ok to iron a tie, it is not something I’d recommended you did often. And certainly not something you would want to do with a brand new tie.

While there might be several ways to package it in a way that leaves an impression with the customer, it isn’t something I’ll spend time thinking of right now. The easy way for Gucci to solve this problem, would be by merely placing a card paper insert which is fixed to the sides of the box. It would hold the tie in place at the top, like a clothes hanger. That way, the tip of the tie would never touch the bottom of the box when held upright.

Little things go a long way in improving how customers interact with your product. And how they remember it.

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Sunset Marmalade

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Sunset Marmalade

Why are some brands killing the obvious in packaging design?

If anything is better than the taste of orange marmalade in the morning, it is the sight of it in the jar. Like a beautiful sunset. With strands of peel as if in suspended animation.

However, some leading Indian brands, and probably many others too in India and abroad, tend to put an ugly plastic label all around the jar, with the pictures of oranges and probably some marmalade too on it. Why not just let the product you’ve created, speak for itself?

A beautiful looking product like that, in a transparent jar, would sell itself. So why take the trouble to cover it up completely? Not like it is an excuse for the design, marketing and packaging folk to justify their jobs and salaries. It’s like those people who order an exceptionally tasty dish at a restaurant, and instead of diving right in, spend the next few minutes getting a perfect snap of the food. And then eat the food while distracted by the editing of the picture for social media.

Look at the bottom of the bottle, at the marmalade below the label. That’s what I’m talking about.

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