Message wrap

Choose a single word that represents the idea and use it as the headline. Then compose a paragraph of text that explains the link between the word and the object (see the text examples below). The ideal object is attractive, useful, affordable, and/or edible. None of the items pictured cost more than five dollars. Wrap it and pack the finished product in a box of shipping peanuts so that it arrives in perfect form. The ultimate goal? Create something someone will carry to the next room, show a colleague and say, “Hey, look at this!”

This package and wrap would be used by a commercial construction company. It reads:

SCRUTINY A skilled builder encourages scrutiny. Precisely level floors and plumb walls are an indication that the not-so-obvious details are getting that same type of attention. Are we on the level? Measure for yourself—call Jeanie Example at 987-654-3210 for a copy of our new report—Tool of Thought. The typeface used for the word “SCRUTINY” is Base 12 Serif Bold from emigre.com

This wrap would be used by an Animal Shelter. It reads:

SIT A simple thank you for helping with the 16th Annual Example Animal Shelter fundraiser. It was very hectic, often challenging, and, because of you, very successful. Sit—you deserve the rest. The typeface used for the word “Sit” is Mona Lisa Solid from itcfonts.com

And this package and wrap would be used by a university athletics recruiter. It reads:

DESIRE It's the thing that separates average athletes from those who end up on the cover of a cereal box—winning teams from teams that go down in history. Beginning in August 2006, Sampler University will field its first DMVC Conference Men’s Volleyball Team. We think you have what it takes to help us make our first season a memorable one. For an inside look at this groundbreaking new program, join us April 19th at 7:00 PM in the Mary Example Theatre or call 987-654-3210. The typeface used for the word “DESIRE” is Interstate UltraBlack from fontbureau.com

Here's the magic of this idea: There is something about receiving an unsolicited package that makes it especially valuable to the recipient. By that I mean, a box of breakfast cereal on the shelf is only worth the price of the box. Wrap it in a label with a clever idea and the stock on that box goes through the roof. Try it and you'll see what I mean.

I originally wrote this article for Before & After Magazine. If you like this, you'll love B&A. We sell Before & After Page Design, a book I contributed to, in the ideabook.com store. And be sure to check it out their Web at bamagazine.com.