Product packaging influences our purchasing decisions, and smart packaging is so much more than what a box looks like – it’s about how it makes you feel. (No matter how rational you think you are, your emotions always influence your purchasing decisions.)
For example, American Express. They send their platinum card in an extravagant box; some think ‘it’s just a credit card,’ but American Express knows the packaging conveys image, status, and value.
Packaging can be especially hard when you sell services. No one wants to buy an hour of your time. It’s too abstract – people want to buy the value of what you do in that hour.
So don’t package and sell hours, package and sell value.
Effective product packaging represents your promise to deliver a quality experience, no matter what you sell.