Packaging FAIL

by Ginger on April 21, 2011

in Inside Book Publishing, The 9-5

So one of the awesome things I’m getting to do right now at my job is put some ereaders through their paces. I have a Kindle, a Nook Color, and will be getting an iPad 2 (as soon as it ships). (Sadly, they aren’t mine to do with as I please. It very much is a work thing, and they have to stay under lock and key most of the time. Boo!).

Anyway, I’m planning on doing a side by side comparision of all 3 when I finally have had a chance to test them all thoroughly, but I CANNOT let go of this one thing, so I’m going to write about it now.

The Nook comes in this sleek, pretty packaging. It’s got a very “Apple” feel to it. See?

The Nook in its packaging
P.S. Ignore the crappy quality of these photos. iPhone pics in cubicle lighting = bleh.

That’s it–it includes the Nook, the powercords, and the instruction manual, all in that one little box.

But do you notice that there might be a flaw in the packaging?

Here, maybe if I hold it you can tell.

Holding the Nook in its packaging

This is kind of naturally where your hand goes when you pick up the packaging. There or the bottom of the box (which is even worse.). But there’s a serious flaw here. Because where is the (surprisingly heavy) Nook actually located in that box? Why, the TOP–where the image of it is, that’s where it lives in the box. So this is what ends up happening when you pick up the box:

The Nook packaging comes apart
The packaging on the Nook as it falls.

The Nook packaging after the fall

In case you couldn’t tell from the images, that’s the box falling backwards as soon as I let go of the hinge. Which I of course know not to do now–but didn’t when I first picked it up. No one does. Every single solitary person who picks that box up ends up facing this packaging fail.

The thing that’s so silly is, all they had to do was FLIP the box, so that it opened from the top instead of the bottom. Flip your printing, make the hinge sit at the top of the reader instead of the bottom, and THAT would have been beautiful, functional packaging.


Alexis April 22, 2011 at 8:16 am

This is exactly the kind of thing that would drive me bananas! Thank you Ginger for being the voice of “the little things matter” reason in an otherwise crazy world.

FWIW my regular old NOOK did not have this heinous flaw….so that means they took a perfectly good design and cocked it all up for the NOOK Color. Just let me toss some gas on this here fire…..

The BabbyMama April 22, 2011 at 5:10 pm

I totally agree with you, but I usually intentionally avoid grabbing at or near seams in packages. I’m kind of always expecting something weird to happen – something like this. So I tend to be a center grabber.

Ginger April 27, 2011 at 8:57 pm

It’s funny, because that really makes the most sense. That’s the SMART way to approach things. Funnily, I did a test with about 10 people, and not ONE of them (myself included) did that. Although we all said afterward that’s what we should have done!

Perpetual Breadcrumbs April 24, 2011 at 6:17 pm

That’s godawful. It’s one of those things that makes you wonder whether the Fail is the result of a single person with too much power, or a whole bunch of persons who didn’t know any better.

I hope it’s the first. The thought that a whole TEAM of people didn’t notice that…yikes.

Elizabeth April 26, 2011 at 8:04 pm

That seems like one of those hindsight things. I’d probably have a busted Nook. Whoops!

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