“I love buying ugly things, watching boring movies and dating unattractive people,” said NO ONE EVER.
Then why is it when we come face-to-face with our inadequacies everyone runs into the darkest closet, talking about their insides, who they really are and something about judging book covers? Packaging matters people. Nobody cares what’s happening inside of you.
I know this goes against everything you’ve been taught to believe by Disney and other well-meaning liars:
- It’s what’s on the inside that matters
- Don’t judge a book by its cover.
- They will love me for who I really am.
- I’m beautiful/interesting/talented etc. on the inside
I don’t know if I’m bursting your bubble or if it was already long gone but you need to hear -read- this. No one cares about your insides except your doctor or your unborn child. The rest of the world only cares about what we see. What you show us. Tell me:
- When purchasing clothes, what do you look at?
- When swiping left or right on Tinder, what do you look at?
- When entering a club and checking out the crowd, what do you look at?
- When evaluating a brand for the first time, what do you look at?
Not the insides, that’s for sure. Unless you have X-Ray vision or Professor X powers, in which case, I am honoured that you took time out to read my blog post, thank you!
Love at first sight. First Impressions. Snap Judgements. Purchasing Decisions. It all depends on packaging. Packaging matters. It’s the reason some movies with really sucky storylines still draw in huge audiences in opening weekend. It’s why good looking men and women (who are otherwise black holes where character, personality and depth go to die) always have a steady stream of suitors. It’s the reason you’ll take 200 selfies but post only one.
Apply this to your business. Branding. Website. Design. Customer Care. Anything the customer can see, hear, touch, experience and interact with are all avenues of seduction. Be attractive, simple to navigate and lovable, both inside and out.