Those of us working with Japan have all experienced in some way the brilliance of Japanese packaging designs. Whether it is the shape, the color, the patterns, many elements concur to turn your product experience into a moment of delight. Or torture if the gaijin in you does not understand how to open and use the coffee doses left in their hotel room without a usage manual.
This was again demonstrated to me this morning when I was offered a piece of Lotte gum (2 remarks here : this is Singapore so being offered a piece of gum in the office on Friday is our version of an early exit for drinks – And I have no interest in Lotte so what happened could very well be very valid for any other chewing gum brand marketed in Japan). The discovery that unfolded reinforces my belief that all aspiring designers and creatives should spend some time studying Japanese everyday designs.
So here is me throwing my hand in the Lotte plastic jar (exhibit 1!) to grab 2 little but hopefully long lasting rectangles of pure green chewing bliss. My jaws are ready to get some exercise when I notice a pad of tiny Post it type of notes INSIDE the white plastic jar (exhibit 2…).
The self sticking leaves are the same colour as the squares of gum. And my Indian colleague and myself, to the bemusement of our Japanese counterpart, try to understand the purpose of the post it mini deck?!
We find 3 plausible explanations :
– They keep the gums fresh and solid in the ambiant humidity. Rejected by our Japanese master who reminds us they are Post It notes pad. Like we did not know that yet!
– They must be chewable leaves which you stick under your tongue to get a different feel for the gum’s taste…received with laughter,
– They will be promotional items related to the new campaign idea. As Lotte gums give you ideas, Post It are a great way to capture those ideas…. Red Bull gives you wings so that would not be as stupid as it sounds, would it?…..That also appears to be received with total disbelief by the crowd of Japanese now gathering in our office corner.
Truth is the Post It tiny notes are wrappers for your used gum! Lotte just provides all its “users” with a device (a sort of an offline internet of Things) that gets rid of the only annoying part of the chewing process (for those of us who indulge in chewing that is)…the disposal of the exhausted gum! What brilliant #UX, what incredibly empathic product design….
Look at the pictures . I hope you will have, as I did this morning, the enlightenment moment, after I was given the proper answer…. and you will whisper to yourself…of course, how could I not get it.
Have a happy rest of the day. Arigato Gozaimasu to the designers at Lotte. My chewed gums will no longer end up hidden below tables and chairs…or in recyclable bins!
