After the successful launch of its Xbox 360 Kinect gaming device, Microsoft Corp. decided to refresh the packaging lineup for its Xbox hardware product line. In the process, the company gave a new look to its console and accessory devices, including a new package for the Kinect device, which improves the "opening ceremony" for users of its Xbox 360 products. The refresh also brought visual cohesion to packages across the brand and made them user-friendlier.
The new design had particular significance for Kinect. Among the brand's primary business objectives is broadening gaming's appeal beyond hard-core players by creating family-friendly gaming experiences and enhancing social experiences through multi-media including Facebook and Netflix. Jeff Loth, Microsoft structural packaging manager, says that packaging and branding contributed greatly to welcoming new consumers to Xbox.
Microsoft's packaging team worked with Atlason, a design agency, on initial concepts that highlighted the newly designed hardware. Two different console packages were designed. One is for standalone units, which began distribution in June. The other is for the console bundled with the Kinect sensor, and this package began appearing in stores in November. Microsoft also took the occasion to redesign the packaging for about 20 Xbox accessory products.
"Design emphasis was placed on staging the hardware components and supporting information to enhance the user experience and optimize the system for quick set-up, allowing the end consumer to get into initial game play as fast as possible," Loth explains. "The optimal packaging design can aid this rather than getting in the way."
