SPECIAL FEATURE 1

Package design for products for men

It is women who drive consumption. There are many manufacturers who believe this and market lots of products aimed at women. Men have lost out as a result. This is because the standard trend has been that even though they spend money on drinks and eating out, few men actually bought things for themselves. It’s not unusual to see middle-aged men using shampoo for women purchased by their wives. A move has been afoot recently to set sights on such men and create business opportunities. What is important at this stage is as much the package design as the contents of the product. What kind of packaging will make a man pick up a product? We searched for hints on cutting into the men’s market from the approaches used by various companies.

(Takehiko Imai, Kenichiro Ota, Ikuno Ito)

Underwear “GRAVEVAULT”

Ettusais Homme - Cosmetics for men “ettusais”

Unilever - Perfume “AXE”

Kenzo Parfum - Perfume “TOKYO BY KENZO”

SRI Sports - Golf balls “XXIO” etc.

UHA Mikakuto - Throat candy “e-ma for MEN” (White Mint/Black Mint)

Morinaga & Co - “MACA CHOCOLATE”

Kracie Phramaceutical - Soft drinks “Bucho no Katsuryoku Kuensan 500” (Manager’s Energy Citric Acid 500) and “Kacho no Genki Kuensan 300” (Section Chief’s Vigor Citric Acid 300)

Kirin Beverage - Soft drink “Z7”

Plazastyle - Shop for men’s cosmetics and miscellaneous goods “QUOMIST”

Konaka - Specialized stores for men’s suits “Suits Style”

Discussion with Naoki Sakai on Design Management: Vol.11

Japan Tobacco - Yoshihisa Fujisaki, Senior Vice President and Head of Product Group, Tobacco Business, President, JT Design Center

Short-Term Abbreviated Serial - The changing shape of product user information - Part 2

The art of designing and producing “digital manuals” explained through actual examples

Part 2 (of 6)

SPECIAL FEATURE 2

Dissecting the floor design for the first basement floor food halls at Isetan’s Shinjuku store