Last night I bought tea from a company I’d never heard of. Expensive tea. That I didn’t need.
What would make me do such a thing? Two things.
1. I like tea
2. The design of the packaging and the design/voice of the website
And once on the site, I found myself buying the most expensive option they had (two teas and some prints-just for fun).
If you think about it, this is a minor marketing miracle. I had no clue if this tea is good. I had heard no word of mouth. I found the site by chance.
Yet they turned me from a stranger into a customer without spending a penny.
The good news is that this is a miracle almost any brand can achieve if they have the courage to give a good designer the freedom to create something special.
And I am standing by.
I find myself doing the exact same thing! I absolutely love when beautiful packaging makes me want to buy it!
Totally agree, and have been there myself. But one caveat:
I think those of us in the business have a soft spot for exceptional branding that isn’t shared as strongly by the market-at-large. It’s our line of work, so naturally, we have an exaggerated response when we see it done well.
Like how one figure skater appreciates the subtle mechanics of another. Or a scientist gets a charge over a new gel-electrophoresis system. Some little joys and intricacies are lost on untrained eyes.