I keep telling the City of Pickering, “Keep it simple” but they still don’t get it. Am beginning to wonder about where the “simple” lies with the City.

My research, my work, my experience with teaching adults reinforces one thing about information: “If it isn’t presented simply, it isn’t going in.” I keep telling the City that in regard to their massive web site but the message falls on deaf ears.


APPLE is one of the most successful companies in the world.Apple says about design. The company has a market cap of $3.02 TRILLION. So they might know something about marketing and selling. The City of Pickering is selling: services, information, events and activities and it is doing a messy selling job.

Read what APPLE says about design and promotion. The City of Pickering doesn’t have to listen to me. It isn’t!

Design Philosophy and User Experience

Apple’s design philosophy can be summarized in one word: simplicity.

From the design of its software to its hardware, and indeed, its packaging, the goal is to make complex technology accessible, intuitive, and aesthetically pleasing.

This philosophy was famously encapsulated by Steve Jobs’ statement that:

“Design is not just what it looks like and feels like. Design is how it works.”
[Interesting what he said, isn’t it.]

Nowhere is this ethos more evident than in the design of Apple’s packaging. Here, simplicity reigns supreme. Apple’s boxes typically consist of a lower base and an upper lid that fits snugly over it, offering an almost seamless unboxing experience. The high-quality, rigid cardboard material ensures durability, while the white, minimalist aesthetic speaks volumes about the product inside.

Every detail is meticulously considered, from the placement of the product image on the box to the arrangement of the accessories inside. Even the absence of traditional packaging elements, such as visible tabs or creases, is deliberate. These choices serve to create an uncluttered and premium feel, mirroring the seamless, user-friendly experience of the Apple products themselves.

In fact, one could argue that the unboxing process serves as a precursor to using the product. Just as Apple’s software guides the user intuitively, the packaging eases the user into the product experience. The box opens smoothly, the product and accessories are arranged logically, and setup instructions are clear and minimal.

This attention to detail in packaging design reflects Apple’s overarching design philosophy. It’s about creating a user experience that is not just functional but delightful. It’s about turning the ordinary into something extraordinary. And this is a big part of why people hold onto Apple packaging. The box, like the product it once held, stands as a testament to the design values Apple espouses, a physical embodiment of a philosophy that prizes simplicity, functionality, and beauty.

Will the ever get the message. I can’t say it any more simply.


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