In addition to taking into account such material aspects as distribution and productivity, the package design includes a message to the customer and expresses a sense of hospitality, in gift box style, to the person about to become a Walkman owner. Like the style of the Walkman itself, the package was designed to project an aura that is more intimate and precious. And for the environmental consideration, 100% recyclable materials are used for packaging.

The designer aimed for a package design that would create clear in-store appeal, focusing on the appeal of “product design” and “brand.” 3D features (stand-up style with a beveled front-right corner)were introduced in this package for mass display to ensure prominence over competitors’ products. In terms of photographic treatment, a plain white background was skillfully applied in the design to create a spacious background for the product image. The vivid blue color, an ideal complement to the white, was selected as the brand color and used in the package design.