Trash for Sale
Products typically have three main lines of differentiation: function, meaning, & pleasure. For ages function has been treated as the main reason of consumer purchasing. If mainstream function & meaning are removed is pleasure alone a sufficient motivation to purchase a product?
This is exactly what Justin Gignac decided to test out. One day while working an internship, his colleagues argued with him that packaging design does not help product sales. In order to challenge their firm stance against packaging, Justin decided to sell something that no one would want. A little dumpster diving provided the solution. No one wants garbage, right?
Justin Gignac now sells aesthetically pleasing cubes of garbage. The cubes are compiled of hand-picked garbage from the dumpsters of New York City. After stuffing the garbage into pristine containers, they are sold for ten dollars each. Now, one year later, they sell for $100 a piece. So far over 1,000 cubes of garbage have been sold.
This unique case study of NYC garbage makes an interesting point about how and why consumers buy products. What makes something worth $1 versus $100?
The case study of NYC garbage reinforces the idea that strategic packaging design can bring value to an item being sold, even if the item is completely worthless. As functionality becomes easier for competitors to reproduce, meaning & pleasure become primary in the motivation to buy. Creating an emotional connection between the consumer and the design of the product and its packaging is essential. When a consumer does not have sufficient knowledge to understand small product differentiators, they need something more.
My hope is that CEO's, product managers, & entrepreneurs will carefully consider the influence that packaging design can have on the success of their product. Packaging is just one key element of a larger brand experience. Implementing strategically-designed packaging to stand above one's competitors is an investment that should not be overlooked.
Let this packaging study be a stepping stone in understanding the value that packaging design can bring to your organization.
For a more complete story about Justin Gignac, please go to www.npr.org/one-man’s-trash.html
Posted by Brent Loosli
Speaking Loosli
Speaking Loosli consists of articles which explore ideas on design, culture, technology, & business. Will Durant said, "Education is the progressive discovery of our own ignorance." I hope these articles enhance the process.
Worth Reading
Made to Stick - by Heath
Change by Design - by Brown
A New Brand World - by Bedbury
FREE - by Anderson
Laws of Simplicity - by Maeda
Beyond Disruption - by Dru
Buyology - by Lindstrom
79 Essays on Design - by Bierut
Ten Faces of Innovation - by Kelley
Truth, Lies, & Advertising - by Steele
Typographic Style - by Bringhurst
Brent, Thanks for this story. Packaging garbage is like art. The contents itself may represent no value, but the presentation evokes emotions, cause laughter, creates curiousity, deep thought or nostalgia and represents something different. Now that has value.
I can't agree with you more Julie. It's all too common to focus on a product that does have great value and overlook certain elements that can help make a good experience a great and memorable experience.
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