Package Design Windows

Windows:

Sometimes, gorgeous illustrations or photography can lead to a let down for consumers who demand truth in advertising for the products they purchase. An honest, what you see is what you get, approach could be well worth it for good looking products. Clear windows allow consumers to see the actual product.

Response: Window shapes can be further enhanced with rough edges or irregular shapes to help support the crunchy look.
From: http://www.rbird.com/movabletype/patterns/archives/package-design-for-crunch.php

I think the section about windows is very true. Something to really be mindful of in packaging design is customers want to see the product. This is especially true with bread products. People want to see the bread and texture. You can spot mold, quickly and in this example most like to squeeze and inspect the product for freshness. At the same time, if the product is not so pretty, or not as quality as its competitors, a window could turn off customers. It is important to know what the competitors are doing. If a product has out standing quality compared to its competitors it would be a great way to show the customer the great product. A window may not be quite as effective in products like cereals or fruit snacks. Using a photo or illustration may be a better way to display the product as it is easier to control for consistency and push graphically for excitement. Also controlling the location of the window is key. You wouldn’t want to put a window at the bottom of a chip bag and reveal all the broken chips at the bottom. This type of research is very helpful in any type of packaging design. The candy wrapper applies as well. I am thinking specifically of molded candy where the item has been molded to a specific shape. Valentines Day hearts, Easter bunnies, Christmas trees and the like are great examples of candy bars using a window. Revealing the product can really assure the customer the product is exactly what they are looking for.