On the squareness of milk containers 20 Jun 2007

Design Observer reviews Robert H. Frank's new book, "The Economic Naturalist: In Search of Explanations for Everyday Enigmas", and finds answers to some interesting product-design-related questions.

Ever wondered why milk containers are square and soft drink containers are round?

"The answer is simple: Milk needs to be refrigerated. Rectangular containers occupy less shelf space, and less shelf space is more valuable when that shelf space has to be cooled. Soda pop cans and the like are kept at room temperature on the cheap metal shelving found elsewhere in the store (or arrayed into huge pyramids at the end of aisles). Of course, one might make the argument that every container should thus be square, to maximize space, but there is an added benefit to the consumer, one that seemingly overrides the extra cost in lost shelf space: The ability to comfortably hold the container in one's hand. This benefit, while great, is presumably not greater than the cost of refrigeration -- hence no array of round milk jugs."

Perhaps you've wondered why DVDs come in larger packages than CDs when both types of disc are exactly the same size?

"The answer...is that vinyl records came in tightly shrink-wrapped sleeves, 302 mm square. If one made the CD package a little less than half that size, one could fit two CDs in the racks that countless record stores had installed. The height could be kept the same, which is why you may remember CD jewel cases themselves used to wrapped with all kinds of surplus packaging, strange cousins of vinyl sleeves that were to be ripped away and discarded. DVDs, meanwhile, were riding in the wake of the VHS tape, which came in a 191 mm-high box. Keeping DVD cases the same height meant retailers (and consumers) could simply stack DVDs on their VHS shelves. One does wonder if some brave designer, some Howard Roark of the blister-pack set, stood up in an early meeting and asked if the cost of the excess packaging was indeed greater than the cost of retrofitting shelves. It could also be that Hollywood was leery of people thinking they were getting 'less' for their money."

Looks like Frank's book is another one to add to our growing Amazon wishlist.