1. Field of the Invention
The present invention generally relates to packaging, and more particularly, to packaging for an article of manufacture.
2. Background Art
The main purpose of packaging is to protect the product during shipment and merchandising. However, as a marketplace becomes more competitive, it becomes desirable for packaging to be interesting and to attract consumers to a product either in advertising or in product placement on retail shelves. The packaging may be the first thing a potential consumer sees when they first encounter a product. Therefore, packaging may be an important tool used to generate consumer interest and to project the image and brand of the company who produces the product.
Branding can be particularly important in the highly competitive marketplace of consumer electronics, for example portable, handheld electronic devices. Consumers of such devices tend to be discriminating and savvy. As a result, competition for their loyalty is fierce. For example, consumers have become familiar with the clean, minimalist appearance of the iPod® media players manufactured by Apple Inc. of Cupertino Calif. The iPod® media player is also known for its elegant, yet simple design. It may diminish from the aura of such a well designed product to present it to consumers in a standard cardboard box. A package that is more fitting of the high-tech design of the product is what consumers have come to expect.