The image above shows how a particular machine shop delivers products to their industrial customers. It’s a basic, four-sided, ugly, plywood box. The only distinctive feature is that – in place of standard packaging peanuts – they like to fill the empty space in the box with toffees.
This simple, dead cheap change has a particularly brilliant effect. It adds humanity. It says something about those who’ve had a hand in the product. Most importantly, it’s uncontrived. That part is hardest to get right.
Not many companies put themselves into their products like this and those that don’t miss the opportunity to make a connection.
The danger with being too slick is that it erases authenticity. It tends to smooth over humanity. So go ahead and create a well-packaged thing, but be careful you don’t leave yourself out in the process.
STEVE LEACH 