Packaging with appeal is more than just good looks.

Who knows why I looked at the bottom of the box.  But I did.

Gotcha!!

I was sitting in my car and just burst out laughing.

Click to enlarge.

Hats-off to Sarah Leo at www.openbookhowden.com.au for creating this little gem.

I’m so used to receiving my business cards in a boring white box.  I was hooked.

I wanted to know what else there was, quickly tearing-off the shrink-wrap.  By now I wasn’t interested in my new business cards at all and tipped them all over the seat, to see if there was another message under them.

When was the last time you got more fun out of the packaging than the product?  It’s rare.

Product packaging is (arguably) the most important touch-point between a company and its consumers.  Not often is it used to develop brand recognition and relationship.

When was the last time you saw some packaging that you knew had been designed with you in mind?  It’s rare.

In terms of branding, marketing, selling and communicating, this small example totally nails it.

 

As the consumer did I feel elevated by this?  Absolutely.  Am I now a fan?  Absolutely.  How does a company grow and expand profitably?  By creating more fans.

What a fun experience it is to be engaged by a company in the most unlikely place.

These photos demonstrate some simple yet effective ways a company can communicate with its consumers using packaging.