Make Packaging That is Hard to Throw Away
Sometimes I can't throw a product's box away. Sometimes it's so beautifully designed that it feels like it would be an insult to the designer to put it in the trash or recycling. I may also be a hoarder, though. The jury's out on that one.
You need to strive to make packaging that is hard to throw away. I always enjoy hearing people tell me about how much it has pained them to throw away Honest Company packaging - the vitamins boxes are apparently a popular hoarding item.
I like to use this idea as a starting point when starting any new packaging project. Can we convince someone to keep this box or bottle or sleeve simply through the beauty of its design?
Or better yet, can we get them to keep that box and then photograph it and share it with friends and family across social media? Can the packaging on its own be an ambassador for the brand?
Let it Go
The client wants this font changed or that color tweaked. Is it really that bad? You are there to solve their problems, after all. Unless you are your own client – do the work you were hired for. Good work. GREAT work.
Feedback and criticism are merely a difference of opinion. Don't take things personally. Egos are extremely fragile. They are bruised easily. Don't let yours become an impediment to doing good work.
Of course it's not an easy thing to do, but if you can learn to let go, you'll thank yourself later for having acquired the skill.
