The same issue of B2.0 offers "Bottom Line Design Awards." There is some great stuff, but my favorite (because it's so unexpected) is Target's "ClearRX Bottle"—a wonderfully clear and attractive and user-friendly pill package (no small deal, given that studies show that 60% of prescriptions are "taken improperly").

That brings to mind a wonderful and compelling book, Thomas Hine's The Total Package. E.g.: "Packages are about containing and labeling and informing and celebrating. They are about power and flattery and trying to win people's trust. They are about beauty and craftsmanship and comfort. They are about color, protection, survival."

Go back to Bloomberg: Sure it's an odd couple, but Space Design and Packaging are two of the most under-utilized, powerful tools for organization change and branding success respectively.

Design! Damn it!

Tom Peters posted this on April 27, 2006, in Design.
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