1UP has an interview with Patrick Cervantes, Square Enix's marketing communications' manager, about box design - specifically, transforming Japanese box art into something appropriate for the Western market - and it's an interesting read. How did they get from bold, streamlined, and distinctive to almost rococo excess (though still distinctive)? And why?

Packaging is obviously an important part of selling a product - so where do the priorities lay, at least for Square Enix? Cervantes says,

Our primary concerns when designing a package are the level of maturity for many of our art assets, style, recognition of artwork, and the fun factor. At the end of our design exploration, we ask ourselves if the package design meets our standards based on these guidelines and will it be acceptable by the developers who created the game.

Maggie Greene

Thinking Outside the Chocobox [1UP]

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