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July 19, 2012 03:05 pm

Apple Gets the Importance of Packaging; Why Doesn't Google?

Hugh Pickens writes "Rebecca Greenfield writes that Google's Nexus tablet with its taped sides and fussy plastic takes effort to open, eliciting what some would call 'wrap rage,' the linguist-approved word for the anger associated with opening a factory sealed product, and as a montage of frustrated Google Nexus 7 owners struggling to open their new tablets' packaging proves there is at least one thing Apple gets that Google does not: boxes. In comparison to the minutes-long process that it takes to get to Google's well-reviewed tablet, opening an iPad takes a simple slide of a cover — a lid that 'comes off easily, but not too easily,' as Random Tech's Anthony Kay puts it. Apple boxes aren't beloved by accident. The company thinks about the way a box informs a product and takes boxing seriously for a reason. 'Not only does the box give people warm and fuzzy associations with the product from the get-go, but also, people form emotional attachments to the actual pieces of cardboard. Instead of tossing them like the trash that they are, people have been known to keep their iBoxes,' writes Greenfield. 'Instead of forgotten in a dump or recycling facility, the boxes sit on shelves serving as a constant reminder of the beauty within.'"

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