Packaging Quotes
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“Early on, Mike Markkula had taught Jobs to "impute" - to understand that people do judge a book by its cover - and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an iPod Mini, or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. "Steve and I spend a lot of time on the packaging," said Ive. "I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.”
Walter Isaacson
“Nature is a strong brand name. Everybody knew that. First thing, Nomenclature 101. Slap Natural on the package, you were golden. Those words on the package promise ease from metropolitan care, modern worries. And out here, if you opened things up, underneath the cellophane, what did you find inside? That fruit has splendid packaging, it has solid consumer awareness and is an animal favorite. Its seeds will be deposited in spoor miles away and its market dominance will increase. Splendid and beautiful petals are great advertising--the insects buzz and hop from all points every weekend to hit this flower-bed mall. Natural selection was market forces. In business, in the woods: what is necessary to the world will last.”
Colson Whitehead, Apex Hides the Hurt“Testers for 7-Up consistently found consumers would report more lemon flavor in their product if they added 15% more yellow coloring TO THE PACKAGE.”
Malcolm Gladwell, Blink: The Power of Thinking Without Thinking“Steve and I spent a lot of time on the packaging," said Ive. " I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.”
Walter Isaacson, Steve Jobs“He looks between the two. "Evie," he starts, as if he's explaining something to a five year old, "You do know that they can say whatever they want to on the package, right? It doesn't mean it's true.""Well, see," I counter, "You're right. But you're also wrong. I think that 95 percent of knowing you're the greatest is all about confidence. You might suspect you're the greatest, you might hope you're the greatest, but if you don't have the balls to proclaim yourself the greatest in bold packaging, and let your critics test you if they dare, then you probably aren't the greatest. Who can resist the guy who really, truly believes in himself?”
Mia Sheridan, Leo“According to the Environmental Protection Agency, food packaging makes up twenty percent of our solid waste nationwide.”
Colin Beavan, No Impact Man“... you only know what I want you to know, you only see what I want you to see."...Wade: " I don't care! I am in love with your mind, with the person you are. I couldn't care about the packaging.”
Ernest Cline, Ready Player One“Don't fear opening a Gift God gives you simply because the packaging isn't 't what you expected..we can't know what's in a gift given until it's unwrapped”
Kalon Jackson“Irrationality is the exclusive preserve of humans as among all creatures only we have the power to rationalise, that being the art of packaging patently irrational as apparently rational.”
R.N. Prasher“God seemed to have become a brand, a packaging, and people purchase this trusted brand with such faith and devotion that they no longer care who the vendor is.”
Justin Villanueva, Conversations with the Light BearerAll in One Creative & Marketing Platform to tell stories at scale
