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Alienware Aurora R13 Desktop Packaging
Winner - Gold
Designer: Design Team
Company / Organization / School: Dell Technologies
Team Members: Experience Innovation Group, Dell Technologies
The revitalized packaging design solves many of the problems found in standard desktop packaging. Previously, customers were forced to fight the heavy computer out of a tight-fitting box. This often involved flipping the entire box upside down and shaking it, sometimes needing the help of another person. For this new packaging, the box opens from the front like a sci-fi space craft and enables easy access to the product. This greatly improves the removal process and eliminates customer frustrations that could sour the first impression of the product. There are subtle gloss/matte black graphics from a distance, but up close some reflective designs on all sides of the box, creating excitement and anticipation of the product contained inside. The graphics also serve to guide the customer during unboxing, without detracting from the product. In addition, the new discrete exterior branding aims to reduce theft if left outside when delivered. YouTube Video: https://youtu.be/cBNB8cP97rI