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The Dieline Package Design Awards 2013: Technology, Games, Toys, & Media, 2nd Place - Interactive Package HUE / Philips

by First name Last name on 06/23/2013 | 2 Minute Read

Editorial photograph

HUE is a personal wireless lighting system from Philips that allows you to create and control your home lighting from your personal smart device. HUE enables you to change colors and set shades of white in a playful and interactive way. You can use it however you want: create light settings based on your favorite photos, choose from expert light recipes or set timers.



The design of the HUE packaging strongly conveys the story of playful interactivity by making use of a color wheel: an intuitive way to explain the system without words. People can change the color of the die cut lamp by turning the wheel. This invites them to interact with the packaging in stores, to understand and experience the concept.

The color wheel is not only there for fun, it also adds value on an informative level. After opening the box, the back side of the color wheel becomes a step by step installation guide. Easy to understand because the components are displayed right next to it. The lay out of the components refers to the wireless connection between the lamps and the control unit.

This packaging design claimed an important role in the marketing mix, due to its happy and desirable nature. Proud owners show this in many unboxing video’s by having fun with the HUE box.


Designed by FLEX / the INNOVATIONLAB

Location: Zuid-Holland, Netherlands

Placement: 2nd 

Category: Technology, Games & Toys, Media, & Self-Promotional


Editorial photograph

Editorial photograph

Editorial photograph

Editorial photograph


Special Thanks to inwork and MWV

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