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Odd Packaging, Pro & Con
As rackjobbers, mass merchants and record stores move into computer software marketing, companies with non-traditional package size and shapes have come under attack. For example, Bob Leff of Softsel sighed with relief when Scholastic switched to traditional sized boxes, while two major Midwestern rackjobbers argued that "Oil Barrons," from Epyx, would have sold more dramatically if packaged in reasonably sized boxes, which could fit on their racks.
Electronic Arts' album-format packages have come under close scrutiny. Both retailers and the San Mateo company worry that when its packages are turned spine out, the titles get lost in the sea of one-inch wide software box spines touting titles on other lines.
Infocom's radical packages, considered "outlandish" by some, typify the impact of packaging at retail. A company spokeswoman jests that retailers readily point out that Infocom's flying saucer design for "Starcross" literally rolls off their shelves.
Retailers and distributors continue to discourage odd-sized packages, arguing that shelf space is precious. Yet, Electronic Arts and Infocom point out, their packages attract attention and can help entice sales.
Furthermore, both companies believe customers want "interesting" packaging, and contend that such unique designs cut down on piracy. Infocom's products come with tools to help the user solve a mystery or adventure, while Electronic Arts features biographical material about its designers on packages.
A. Allan Hayes of Giardini-Russell Inc., who developed Infocom's packaging, notes, "Many software retail salespersons are new to the field. Packaging must explain products and turn the salesperson on as well as the customer." He contends that excellent products have done poorly because of unexciting packaging, while "so-so" products have had success as a result of their packages.
Additionally, he continues, the proliferation of product has resulted in "shelf crowding." "It is harder to get a share of voice in the store environment," he says.
The most outrageous of Infocom's packages is the one for "Suspended," a science fiction game involving cryogenic suspension. The package is an eerie face mask, and stands out from as far away as 50 feet.
"We know the outsized packages were a little risky," Hayes admits. "That's what happened with 'Suspended.' It was bulky and different, but it sold."
Infocom found that retailers used its packages in non-traditional ways. Some stores displayed them on walls or hung them from ceilings. "The packages suggest added value," points out Michael Dornbrook, product manager for the company, based in Cambridge, Mass.
Neither Electronic Arts nor Infocom plan to change their packaging strategies. W.M. "Trip" Hawkins, president of Electronic Arts, notes that several companies have copied its album-format packages, and says he welcomes the imitation.
Additionally, Infocom, since gaining a reputation for its packages, now plans new product packages before game development begins. "We are including package considerations right into the game at the start," Dornbrook says. "The important thing is that we have found a packaging formula that works well."
This article appeared in
Billboard
Mar 1984
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