When I came across the packaging for HP’s Pavilion dv6929 laptop, I was stunned. Not for what it is, but because it hadn’t occurred to anybody, myself included, before the year 2008 to actually do this: ship the laptop in a messenger bag.
Packaging, no matter how sleek, is ultimately disposable, and laptop users who pay the premium for a portable computer already consider the investment of an additional piece of luggage that’ll keep it safe from office to home, subway to sidewalk, journey to destination (and that piece of luggage will have its own packaging, to be sure). The packaging and the messenger bag serve the same purpose for manufacturers and end-users respectively — to protect the computer from damage in transit — so if one designs a unit that serves both audiences, it’s that much less raw material consumed in the process.
And marketers also score a victory, a substantial one at that. It gives them more leverage because the product packaging, if used as intended, continues to promote the brand even after the owner calls it a day at the coffee shop. I find the prominent logo displayed on the bag problematic since it easily identifies it as the container of a computer, increasing its likelihood of being stolen and bordering on conspicuous consumption. I understand the compromise from a marketing perspective, but I advocate taking a more stealthy approach — one that HP has actually done with some success with its “The computer is personal again” campaign that shrewdly excluded celebrities’ faces from their endorsements. Screw the logo, let’s see business-class models shipped out in carbon-fiber or aniline leathers, student editions wrapped in cotton duck and wool felt, and of course, limited-edition collaborations — imagine Halliburton Zero × Lenovo ThinkPad and Mulberry × MacBook Air (Coach × Dell seems sadly inevitable) — stamped by the starchitect du jour, touted on NotCot, destined for eBay.
I expect the trend will continue, and though the HP Pavilion dv6929 in its aquarium-printed sling may ultimately be a middling computer in an obvious container, its precedent will hopefully (and I think likely) be followed in more sophisticated execution. Well, it better be, or else I’m going to end up with a bunch of crappy looking bags sitting around my apartment from computers through the years, given that’s the form computers continue to assume.
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