With the first case there was a situation to get people to read and not throw away or delete. They developed a sophisticated information hierarchy. I can see how they were able to tackle the issues. The trash can packages are great and evoke the consumer to clearly see the desin of the product with out clutter. I enjoyed the las study that had the emotion factor in it.
hhtp://darmano.typepad.com/logic_emotion/innovation
http://cleandesign.com