Small touches that make us happy
Written by Simon Clatworthy
Following on from the previous post about CD Baby I wanted to show how Puma manages to add a bit of personality to its brand through packaging details. I use an old Puma shoe box as storage for stuff at home, and I always like to open the box to remind myself of the small details they have employed to get the Puma personality accross.
Firstly, the shoe size scale on the bottom give comparisons to other real world items (see image) such as “Your foot is as long as a… standard house brick (Euro size 34), a bottle of wine (Euro size 47), a gangsters gold chain (size 52). Having feet somewhere closer to a small french stick (42) than a bottle of wine gives me some comfort and a smile.
Secondly, inside the box, they have crafted the box hinge to form a heart. A small detail that you notice when you have taken the shoes out of the box. Its nice, and confirming and is another one of those small things that make us happy. Its also a nice piece of package engineering. They exceed our expectations, they add personality and they make the brand stand out. It makes me realise too that packaging is an important touch point and often a neglected one.
Think how much extra you can give through small touches from your brand?