Erik Askin’s blog showcases the notion that ‘design to annoy’ might actually be employed in order to discourage consumers from bad habits – in this case, smoking. By breaking the traditional rules of design and reverting what current cigarette packaging is currently meant to optimize – accessibility, portability, branding and manufacturing – the Diamond Carton would instead minimize these factors. Cigarettes would be harder to take out of the package, more challenging to fit in a pocket, require more material to manufacture and allow for less room for the brand to stand out on a shelf. In short, the Diamond Carton would purposely break the rules of design in order to annoy smokers and cigarette manufacturers – and make one work harder for that nicotine fix.