[mc32]

So I think the main issue is how the buyer might perceive the packaging. If a coworker has issues... I think the coworker has issues. It's like someone finding Barbie offensive (for other than body image issues). I can't see it. Are these people who whisper and shuffle when they buy condoms or feminine products at the checkout counter? Do they wrap their wine or beer in brown bags? It's hard to imagine this person.

[morgante]

Humans are social animals. When I buy things, I absolutely consider how that purchase will look to other people. it's one of the primary reasons why brands have value.

You might not like that the world works that way, but as a business it's wise to not deny reality.

[mc32]

Right, but this nettlesome coworker you imagine is, I can only imagine, the lone outsider who can possibly find offense in the packaging. I think most would be like, hey, what's that? Oh, candy from _Japan_? Can I try one> Wow, Oishi!

[morgante]

I can guarantee you that nettlesome coworker is not alone in perceiving creepy links between Japanese cartoon characters and hentai.

[mc32]

That's the kind of person you do not want to work with. This the conspiracy theorist who misinterprets benign things and paints them in whatever twisted way they want for whatever odd reason they have.

_That_ person is the problem in the office, not the person who bought sweets online and probably shared them with some of the office.

If anything, the packaging helped reveal an oddball at the office.

[vertex-four]

> I absolutely consider how that purchase will look to other people. it's one of the primary reasons why brands have value.

Wait, what? In fashion, sure, by definition - but when I'm choosing between Persil and Tide, or Coke and Pepsi, or Pizza Hut and Domino's, I'm primarily looking at how good it is at whatever I want it to do. Which one cleans better, which one tastes better?

There's a certain point where many people start buying things more as social signalling than as actual useful things, but I'd disagree that the vast majority of brands could be fashion items in this way. The rest use their brands to evoke trustworthiness - "I know that this will do what I want".

[alphonsegaston]

Masking one's preferences and behavior to avoid offense in a public is a defining element of Japanese society and culture. And while everyone there is more inured to these kinds of graphics, the design of packaging for everyday goods often veers towards the minimal/elegant for precisely this reason.

https://en.m.wikipedia.org/wiki/Honne_and_tatemae

[mc32]

That presumes this graphic is offensive which I feel it's not.

That said, that does not explain people reading the kinds of graphic novels and magazines they do in plain sight in public on trains in parks, etc.

[alphonsegaston]

I hadn't intended to imply that the graphic was offensive, nor do I think that most Japanese people would find it so either. I was just pointing out (perhaps imprecisely) that perceived appropriateness in Japan is highly context dependent, with work environments being amongst the most conservative in this regard. The degree to which people seek to avoid offending others (as compared to the US) is quite at odds with a "if someone doesn't like it, it's their problem" mentality.

Trains and parks, by contrast, are generally considered an appropriate context to consume these kinds of materials. That being said, book covers are also far more commonly used for exactly the same reasons.