Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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INFECTIOUS MESSAGING · Part 2: Medium Convey style before substance DESIGN CREATES LOVE, and the packaging of your product or ser- vice is no exception. A classic example is the iPod: "To Jobs, the act of pulling a product from its box is an important part of the user experience, and like every- thing else he does, it's very carefully thought out." —Leander Kahney, Inside Steve's Brain67 234 Instead of packaging the iPod in a brown box, Apple's unique packaging creates an "unveiling." The iPod is nestled carefully in a sleek box that makes you feel like you are opening a present. The iPod design creates such a connection with buyers that in 2006 the Microsoſt Packaging Team created an internal video to demonstrate the challenges they face.68 The video showcased what an iPod box would look like if it had to comply with all of Microsoſt's packaging standards. The resulting package destroys all of the "love" created by Apple's simple design. This Microsoſt iPod serves as a powerful example for other industries. When design is stressed before function, one has the opportunity to cre- ate love, the way Apple does. However, when the medium becomes bogged down by standards and details, the opportunity for love can be destroyed. Standards and excessive detail can harm your ability to make a meaningful connection.

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