While it’s true, everything around us is designed by someone, only the hardcore graphic designer will look at a normal shoe box and appreciate the branding and aesthetic decisions that went into the “design.”
MOST shoe boxes – that is.
The exception to that rule landed on my doorstep earlier this week when my 16 year old daughter’s online purchase was delivered. She was “all about” what was inside the box — while I was enamored with the package itself. (Go figure!) Can’t say I’ve ever seen such a cool cardboard shoe box before.
So right about now . . . half of you are asking the question “does the fancy printing, the attached hardware and the atypical drawer-slide configuration of the box make the shoes any better?” Nope – but it certainly established an undeniable impression of distinction.
Next question formulating in your brain; “Does this really matter?”
If given the chance, retailers around the globe would unite and respond with a resounding “you betcha.” The concept of “added-value” is one of today’s most valued (no pun intended) and effective marketing tactics.
So yeah . . . a regular ole, vanilla shoe box would have done the job, but this cutting edge retailer (Buckle®) knows the importance of first impressions – and presentation – AND the bottom line.
November 17, 2010 at 9:45 am |
Responding to the article regarding the shoebox. Excellent article. Got me to thinking globally, however, that the package should truthfully convey the value within, as this package appears to do.
That is, it would be disingenuous to disguise the lack of substance with a profusion of “style”.
This would apply in all fields of design.