The beautiful minimalism behind Apple’s product packaging

Packaging can sometimes be just as important as the item it contains, at Cellpak we have a saying, a “product is perceived by how it is received”. Done correctly the unboxing experience is a ritual that many consumers don’t consciously think about. You have heard people say “don’t judge a book by its cover,” the reality is that we do…

A good example can be found in the packaging of the world’s most profitable company: Apple. Anyone who has ever seen the box of an iPhone, or a brand new MacBook, will be able to picture the minimalist white box with those shimmering metallic fonts. You might have also envisioned a high-resolution graphic of the device on the box, or the interior that firmly holds the device in place.

Everything about Apple’s “unboxing experience” is designed to be pleasant, from the way the lid smoothly lifts from the box to the colour scheme of the interior packaging. Not only does it look nice, but it helps to boost brand association as well. Love or hate Apple’s brand or products, you can’t help but respect the attention to detail when it comes to its consistent packaging design.

You won’t be surprised to discover that Apple executives don’t design their packaging on a whim or as an afterthought; in fact, for months before product release, a packaging designer is paid with a single responsibility, and is sat in a room devoid of distraction. What exactly does this so-called packaging designer do? They perform perhaps what might be the most inane (and insane) of tasks: opening boxes. As dull as this job might sound, its importance cannot be overstated, and the late Steve Jobs’ attention to the little things is what helped Apple become the company it is today.

Here at CellPak, we specialise in developing product packaging for a range of tech industry clients. The companies we deal with aren’t yet on the same scale as Apple (let’s face it, no enterprise in history can boast their level of profitability), but their brand and customer experience can often be improved just by taking on board lessons learnt from Apple’s packaging design. If in doubt, give us a call today.