{"id":1432,"date":"2010-05-01T15:49:30","date_gmt":"2010-05-01T20:49:30","guid":{"rendered":"http:\/\/www.packagerepublic.com\/?p=1432"},"modified":"2014-04-23T10:20:30","modified_gmt":"2014-04-23T15:20:30","slug":"oreo-package-establishes-a-new-benchmark","status":"publish","type":"post","link":"http:\/\/www.packagerepublic.com\/?p=1432","title":{"rendered":"Oreo package establishes a new benchmark"},"content":{"rendered":"\n<p><img decoding=\"async\" src=\"http:\/\/packagerepublic.com\/files\/oreo\/oreo480.png\" alt=\"\" class=\"alignnone\" hspace=\"0\" vspace=\"10\" width=\"480\" \/><\/p>\n<p>In our previous article, <a title=\"http:\/\/www.packagerepublic.com\" href=\"http:\/\/www.packagerepublic.com\/?p=740\">Minimalist packaging: Bahlsen Hit cookies<\/a>, we evaluated a traditional <a title=\"http:\/\/fr.wikipedia.org\" href=\"http:\/\/fr.wikipedia.org\/wiki\/Petit_beurre\">petit beurre<\/a> package that had not kept up with the times.  <\/p>\n<p>Today, we ran a similar package usability analysis on the current Oreo cookie package in the US market.  The results are drastically different.  The Oreo package not only surpasses Bahlsen type packages, it establishes a new benchmark in package usability for its category.<\/p>\n<p><!--more--><\/p>\n<p><object width=\"480\" height=\"385\"><param name=\"movie\" value=\"http:\/\/www.youtube.com\/v\/JWnaSoq68c8&#038;hl=en&#038;fs=1\"><\/param><param name=\"allowFullScreen\" value=\"true\"><\/param><param name=\"allowscriptaccess\" value=\"always\"><\/param><embed src=\"http:\/\/www.youtube.com\/v\/JWnaSoq68c8&#038;hl=en&#038;fs=1\" type=\"application\/x-shockwave-flash\" allowscriptaccess=\"always\" allowfullscreen=\"true\" width=\"480\" height=\"385\"><\/embed><\/object><\/p>\n<p><strong>Results<\/strong><\/p>\n<p>The package has a clearly marked tab that lends itself to a good grip.  It is immediately obvious how to open the package;  it posseses a clear <a title=\"http:\/\/en.wikipedia.org\" href=\"http:\/\/en.wikipedia.org\/wiki\/Mental_model\">mental model<\/a>.  <\/p>\n<p>Opening the package, however, required a significant effort.  After the opening, the resealable surface tends to get tangled up.  But past these initial hurdles, the package is a joy to use.<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/packagerepublic.com\/files\/oreo\/vacuumform.jpg\" alt=\"\" align=\"left\" hspace=\"5\" vspace=\"10\" width=\"240\" \/><\/p>\n<p>It reseals, which is something the Bahlsen package (packing a similar cookie) did not accomplish.  The seal itself closes reassuringly, and maintains its seal well during use.  Cookies are placed in a clear vacuum formed tray which provides <a title=\"http:\/\/en.wikipedia.org\" href=\"http:\/\/en.wikipedia.org\/wiki\/Affordance\">affordance<\/a> for easy access. <\/p>\n<p>A unique and novel feature of the package provides clear evidence of tampering.  <\/p>\n<p><img decoding=\"async\" src=\"http:\/\/packagerepublic.com\/files\/oreo\/seal_unseal.png\" alt=\"\" class=\"alignnone\" hspace=\"0\" vspace=\"10\" width=\"480\" \/><\/p>\n<p><strong>Conclusions<\/strong><\/p>\n<table border=\"0\" cellspacing=\"3\" cellpadding=\"3\">\n<tr>\n<td align=\"left\" height=\".5in\" ><span style=\"color: black;\">Our Panel:<\/span><\/td>\n<td><span style=\"color: black;\">Your Rating:<\/span><\/td>\n<\/tr>\n<tr>\n<td>\n<table style=\"background-color: #736f6e; border-color: #FFCC00\" border=\"0\" cellspacing=\"3\" cellpadding=\"3\" >\n<tr>\n<td> <font color=\"white\">Opening<\/font> <\/td>\n<td><img decoding=\"async\" src=\"http:\/\/packagerepublic.com\/files\/star\/2.5.png\" alt=\"Star\" width=\"40\" hspace=\"2\" vspace=\"0\" \/> <\/td>\n<\/tr>\n<tr>\n<td> <font color=\"white\">Accessing<\/font> <\/td>\n<td><img decoding=\"async\" src=\"http:\/\/packagerepublic.com\/files\/star\/4.png\" alt=\"Star\" width=\"40\" hspace=\"2\" vspace=\"0\" \/> <\/td>\n<\/tr>\n<tr>\n<td> <font color=\"white\">Closing<\/font> <\/td>\n<td><img decoding=\"async\" src=\"http:\/\/packagerepublic.com\/files\/star\/3.5.png\" alt=\"Star\" width=\"40\" hspace=\"2\" vspace=\"0\" \/> <\/td>\n<\/tr>\n<tr>\n<td> <font color=\"white\">Handling<\/font> <\/td>\n<td><img decoding=\"async\" src=\"http:\/\/packagerepublic.com\/files\/star\/3.png\" alt=\"Star\" width=\"40\" hspace=\"2\" vspace=\"0\" \/> <\/td>\n<\/tr>\n<tr>\n<td> <font color=\"white\">Overall<\/font> <\/td>\n<td><img decoding=\"async\" src=\"http:\/\/packagerepublic.com\/files\/star\/4.png\" alt=\"Star\" width=\"80\" hspace=\"2\" vspace=\"0\" \/> <\/td>\n<\/tr>\n<\/table>\n<\/td>\n<td rowspan=\"5\">[starratingmulti id=8 tpl=12]<\/td>\n<\/tr>\n<\/table>\n<p>The visual appeal of the package, specifically the gloss of the package, causes an undesirable contrast with the matte appearance of the cookie itself. A <em>duller<\/em> finish may enhance the visual appeal of the package.<\/p>\n<p>The tray inside, while providing great usability, takes away from the perception of environmental friendliness, as well as the distribution efficiency of the package.  We do feel that this is a balanced compromise.<\/p>\n<p>\u00a92010 PackageRepublic.com. All Rights Reserved.<\/p>\n<p><script type=\"text\/javascript\"><!--\ngoogle_ad_client = \"pub-7338556709983307\";\n\/* ArticleBanner *\/\ngoogle_ad_slot = \"0441375625\";\ngoogle_ad_width = 468;\ngoogle_ad_height = 60;\n\/\/-->\n<\/script><br \/>\n<script type=\"text\/javascript\"\nsrc=\"http:\/\/pagead2.googlesyndication.com\/pagead\/show_ads.js\">\n<\/script><\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>In our previous article, Minimalist packaging: Bahlsen Hit cookies, we evaluated a traditional petit beurre package that had not kept up with the times. Today, we ran a similar package usability analysis on the current Oreo cookie package in the US market. The results are drastically different. The Oreo package not only surpasses Bahlsen type [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,4,57,33],"tags":[141,142,140],"class_list":["post-1432","post","type-post","status-publish","format-standard","hentry","category-benchmarks","category-new-packages","category-package-innovation","category-package-usability","tag-bahlsen","tag-cookie","tag-oreo"],"_links":{"self":[{"href":"http:\/\/www.packagerepublic.com\/index.php?rest_route=\/wp\/v2\/posts\/1432","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.packagerepublic.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.packagerepublic.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.packagerepublic.com\/index.php?rest_route=\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"http:\/\/www.packagerepublic.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1432"}],"version-history":[{"count":24,"href":"http:\/\/www.packagerepublic.com\/index.php?rest_route=\/wp\/v2\/posts\/1432\/revisions"}],"predecessor-version":[{"id":3310,"href":"http:\/\/www.packagerepublic.com\/index.php?rest_route=\/wp\/v2\/posts\/1432\/revisions\/3310"}],"wp:attachment":[{"href":"http:\/\/www.packagerepublic.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1432"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.packagerepublic.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1432"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.packagerepublic.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1432"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}