My noteworthy moment of joy this past week was coming home to find a pink box with the words “Crumble Cookies” on our kitchen counter.
I think the creators of Crumbl cookies do an amazing job to create a uniquely joyful consumer experience. Particularly, the packaging for these cookies is an experience itself. Although they are essentially just selling cookies, I believe Crumbl’s attention to details, such as the pink box packaging, significantly enhance the customer experience. For example, when approaching their brand, the first thing you see is their signature pastel pink box. The color pink elicits a positive response as it is generally associated with feelings such as love, kindness, and playfulness.
Further, as you approach the box, the package material has a soft, but solid feel to the fingertips. This gives the packaging a very luxe feel, similar to how Apple approaches their packaging to give their product’s end-users a complete experience. This high quality packaging conveys the idea that you are about to eat some very special cookies.
Lastly, I love the size profile of these boxes. The box’s excessively large size helps create this larger than life feeling. You open the box by raising the lid from the front, much like a sneaker box, and your eyes are then exposed to a colorful assortment of individually styled cookies. Each color draws you in and stimulates one’s taste buds fighting for your attention.
In conclusion, although it is just a box, I am a huge fan of how packaging can have such a huge effect on the overall consumer experience. I believe packaging, such as in this example, has the potential to take mundane objects and convert them into special occasions.
