"Do not judge a book by its cover"
I believe that this is one of the most outdated dictates in the world, and in the age of information and the economy of attention, this phrase leads many micro and small businesses to go the wrong way.
Why officially judge the book by its cover?
You would not value a company that presents business cards beautiful Do not you select fruits by putting aside the kneading? Congratulations! You already judge books by their respective covers! We do not have time to read all the books and posts or see all the products. At LIGHT, for example, we receive 20 to 30 newsletters every day. Do you think you have time to read everything? No! We judge the post by the title and first 2 lines and if it does not interest, even more ...
But why do everyone judge products by what they see?
Very simple, there is not enough time to see everything! In a great book called "The paradox of choice", or Dr. Barry Schwartz and his colleague analyze the behavior and decision making of the consumer facing a large number of options.
Their findings are that in a local supermarket that offers 230 different types of soup, 175 salad dressings and 6,5 millions of combinations to assemble their own sound equipment, the human being becomes paralyzed. Often it stops buying and, worst of all, it is still dissatisfied with its choice, because it is always questioned if the product that was next would not be better.
He saw that a product that is extremely innovative in the way it presents itself is much more likely to succeed because it achieves what is most valuable and difficult to get today from a possible client: attention.
We see many micro and small business owners who say that only what matters is the quality of the product, but this is not true! You need to attract the consumer, convince him to buy, taste and spread the good news. (this without you being there!).
Now that we explain the "theory", let's open our heads with examples in practice!
1. Ice Coffee - Nescafé
The merit of this packaging was to make it useful for storing and using the product. Lesson number 1 of the cases is: when possible, give your package so much value that it will become a tool and not a disposal immediately.
2. Ice Cream Bobblers
Based on what we know of children, does it influence your willingness to buy the ice cream to know that it will become a toy? This is another great example of packaging that will see something else later.
3. Pistachio Packing
My relationship with this package was love at first sight. I always mess up my table with a pistachio shell and this designer was able, with a simple and smart solution, to put a garbage built into the product. Engineer comment: the packaging is still in a format that provides storage and transportation!
4. Fresh and Easy Taste Water
I confess that the concept of water with taste of another liquid does not attract me, but this packaging refreshes just by looking! A beautiful example of design simplifying our life and making it more beautiful. It does not take much writing when one image says it all.
5. Tea Hanger
The packaging of drinks (especially teas) are very creative. This one is very innovative and, again, not just cute. Hanger (the name of the company) in English is the word "hanger". Very suggestive indeed!
Looking from afar is not so easy to say, but that musical note in the middle is a phone. This was another great balcony!
This is the best example we find to show the difference that makes a different product on the gondola. The other milks close to that look even dirty.
This band decided to innovate and made a CD cover very different from the status quo. It is noteworthy that "Splitting Adam" means "dividing (or separating) Adam". Makes sense?
9. Suco Boxes
These juices are cool in their shape and vivid colors! Very good!!
10. New York Spaghetti
Nothing better than portraying your city with one of your postcards. This pack of spaghetti is memorable! Now, let's face it, the challenge is to find a pot to cook the whole pasta.
The 3 lessons we learned from 10 packaging
1. Just say the least and most important.
2. Understand your audience and communicate what they want to hear, not what you want to talk about.
3. Make your packaging overflow with your brand's personality and concept, and, where possible, make it more than one package.
Did you like the post? Did you find better packaging? Do you have any doubt? As the Good people would say, speak, speak, speak! We are here to help!