Mac software packaging attracts avant-garde users

Apple Computer users are full of fanatics, they are avant-garde computer users. Microsoft Computer Corporation must also use the Apple version of the Microsoft Office:Mac office system to attract this group. It ported most of the functionality of the Office system used in the Windows environment to the Office:Mac system used in Apple computers.

When selling computer software to users of Apple Computer, Microsoft is only one of several hundred third-party software vendors. It must be able to attract most of Apple's fanatic users. The packaging of the product must be able to highlight itself in chaotic shopping mall shelves and attract potential consumers.

Packaging Tips: Famous Landor Associates Consulting and Design Company for Apple Edition
Microsoft Office: The Mac office system has designed a brand-new packaging, which uses a combination of structure and graphics to show a unique appeal.

There is a logo on the front panel of each package that represents the software version. If a characterization "W" stands for Microsoft Word, a characterization "X" stands for Excel. A color coding system clearly shows the difference between each version.

This design "doesn't need to say anything more to Apple Computer users," explains Tan Le of Landor Associates. "The audience is very focused and there is nothing superfluous in this design."

However, this design must also highlight Microsoft's brand in order to be recognized in the market. The logo on the package helps to demonstrate its connection with Microsoft. According to Le's explanation, the design adopted this mark was developed from an earlier version of the software, which establishes a connection with the previous version.

The new packaging is a round-edged box that is thermoformed from PET plastic. Shapes are increasingly used to differentiate brands, and thermoforming methods allow the package to have a unique shape that stands out on the shelf.

It is like a clam shell. The two halves of the foldable shell together form a complete package. Two thermoformed PET caps are used to lock the two ends to form the two ends of the package. The internal PET lock catches the software disc.

Because the packaging is sold worldwide, the packaging engineering and management department of Microsoft Corporation and Landor cooperated and found three suppliers located in different countries to meet the production needs of the packaging.

In this plastic container, there is also a paper sleeve with a striking pattern printed on it. Because different software versions have different sets of paper, the patterns will also differ depending on the software version. Basically, these patterns are printed with a four-color offset and, if desired, spot colors are also used.