OK, so this is hardly a new topic.
Any person who has ever bought an Apple product – be it an iPhone or a Macbook – appreciates how the packaging has been designed to enhance the specialness of ownership.
I call it the ‘ceremony of purchase’.
Of course, lots of brands have followed Apple’s lead … from Beats Headphones to pretty much every luxury watch manufacturer in the World, but recently, when I was in Amsterdam, I saw a company present their ‘cheap and cheerful’ [but not that cheap] headphones in a way that I thought was cute … especially compared to all the others that just had a photo of the product on a nondescript box.
Nice eh.
But it wasn’t just headphones they did it with, here’s their USB charging cable …
OK, so their logo design is a fucking disaster, but in the quest to stand out from the myriad of competitors, they realised one way they could do it presenting their product in a way that would attract and appeal to their audiences eyes and heart.
Simple. Clean. Effective.
My wife – an ex-packaging designer – has always said good design solves problems.
Where adland often needs complex presentations and reports to prove their campaign has been effective, great design often speaks for itself.
It’s something we could all do with remembering as we develop work.
And I include clients in that.
In other words, make the idea so good it can’t be denied.
If you need copious amount of words to explain why it’s right, it’s probably not right.