Think Inside the Box
I was at a friend’s house recently and from the look of her place, her children had gotten thousands of dollars worth of toys for Christmas. But the whole time I was there, the kids played with 2 things. A tennis ball that was hanging from the ceiling by a string (I’m a friend, so I don’t judge) and a box that she had turned into a “rocket ship” with a Sharpie. It reminded me of all the holidays and birthdays my children spent more time playing with a box than the toy that came inside it. Last year my mother-in-law got a Yeti cooler and my son spent the entire day in the box the Yeti cooler came in.
Just a thought about thinking… Maybe companies shouldn’t look at packaging as a way to transport products. Packaging should be a way to transport customers. Packaging shouldn’t just be functional, but also inspirational. Maybe a bag could be turned into an adult coloring page, or a hat or a vest or a water bowl or a scarf. Or maybe your packaging taps into an emotion and reminds customers of a circus, or a parade, or their childhood dog or last time they were at the beach.
Although Jackson Pollock’s original work displayed his artistic talent, what is he famous for? His later work which was slinging paint on a canvas, literally. Picasso, another one whose early work displayed great aptitude, yet he is known for his later works where he got in touch with his inner child. And Henri Rousseau was known for “the new possibilities of simplicity.” Although critics of his work called it too childish, that childlike view that helped him create masterpieces that he still famous for years after his death
Albert Einstein has several quotes on the subject:
“Creativity is intelligence having fun.”
“Creativity is contagious, pass it on.” And my favorite:
“Imagination is more important than knowledge.” And then there’s Nobel Prize and Oscar winner, George Bernard Shaw with, “Imagination is the beginning of creation.” If my approach to ingenuity sounds too artsy and fluffy, then just take the same advice from Forbes who notes the importance of childlike wonder in companies: “While our immense prior experience as adults allows us to more efficiently maneuver both familiar and novel situations, it can also be a detriment when a situation could benefit from a little childlike wonder.” If you plan to create something, you’re going to rely upon create-tivity. You’re not just a Purchasing Director, CEO, Brand Manager, or a Consumer Product Marketing Director, you’re an artist, a visionary, trail-blazer and an innovator. So your packaging shouldn’t just be referred to as custom packaging, it should be described as original, epic, phenomenal, legendary and rad.