Here’s the magic of this idea: There is something about receiving an unsolicited, free object in a package—for whatever the reason, the packaging and method of delivery makes it especially memorable. 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—you’ll see what I mean.
The trick is to find an item that helps you make your point
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!
1: A “Scrutiny” level
The first 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.
2: A jar of “Sit” dog biscuits
Wrap number two 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.
3: A box of “Desire” cereal
And the number three 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 2016, 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.
I originally wrote this article for Before & After Magazine—be sure to check it out at bamagazine.com.