Packaging

One of the many things my wife is good at is growing tomatoes. This summer has been a particularly good time for her and us as we have been able to enjoy a ton of fresh, homegrown tomatoes at meal time. From time to time she likes to put together what I will call little gift packages for friends that contain - can you guess? - fresh tomatoes. The gift tomatoes have been a big hit because they are very tasty. One thing I have noticed when I have been the deliverer of these gifts to various friends is that it is not just the tomatoes themselves or the thoughtfulness of my wife that brings a smile to the faces of the recipients. Rather, it is also in how they are packaged. My wife does a great job of packing the tomatoes in a bright bag with a fancy and equally-colorful bow.

Communication is more than just saying whatever words need to be said. Communicators need to include steps in their efforts to help ensure the words and the information they convey are understood by the publics to whom they are intended. As a result, this reality suggests that mere words do not always resonate with people. This is why in the many outreach efforts with which many of us are exposed such extensions as music and an attractive and/or famous spokesperson are included. The information, of course, is important, but often the packaging spells the difference between talking at and actual engagement.

For example, take the presidential seal. It is part of the package that every president uses when they give a formal address. Why? Because it contributes to the impression that what is being said is important and of national interest. In a similar but less spectacular way, the colorful bow that my wife uses with her tomatoes reinforces the notion that the recipients are important. Does it make the tomatoes actually taste better? No. Ultimately, the actual message has to stand on its own. But if packaged properly, it presents that message in a well-rounded context and better enables the receiver to better understand and appreciate what is being shared. It also encourages the receiver to keep an open line of respectful and well-intentioned engagement.