Tammy Guy Design | Internet Package Design
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16 Feb Internet Package Design

When users shop online, they use their basic store shopping experience as a frame of reference. They expect an easy and enjoyable process comparable to their in-store shopping experience. But instead, store shelves become visual grids of rows and columns; a hand touch is replaced by a mouse click, and three-dimensional packages display as two-dimensional thumbnail images.

Many websites today try to mimic the in-store shopping experience as best as possible, but lack an important fundamental practice: package presentation. If handled correctly, package presentation can enhance the shopping experience a great deal, giving the company a competitive edge as well as bring in additional revenue.

Package designers face a new challenge in their field: their packages now have to fit in a grid system on the Web. Packages of any shape, size, and color have to attract attention in the context of a constantly changing medium. Since a package now has to be displayed in a small area on a screen rather than a shelf, a package designer is faced with new decisions that have to be made early in the design process. Online brand competition is fierce, so the opportunity to differentiate by designing a package for online display should not be overlooked. Think of shampoo bottles, for example: small bottles are sold as travel kits, medium size bottles are sold at drug stores, and extra large bottles are sold in stores like Costco or BJ’s. Extending this approach, one would expect a fourth option: a package to be designed for online purchases.

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