Packaging that tells a story
Seth Godin sums up what good packaging ought to do. For which he looks at a bottle of liquid soap that costs $17, when it could well have sold for $ 3, yet making a profit for the manufacturer. He feels the extra money being paid is for the story on the label. A feeling. A souvenir of a shopping expedition or perhaps just a little bit of joy in the shower every morning. We have all fallen for this kind of irrationality all the time. Here is some theory.