Innovative , differentiated - can also be serious

Very often whenever the Packaging developers come up with something innovative and out of the box, the straight comment that comes up - is this serious ! will the consumer think it to be frivolous and just not worth it . I firmly believe that such comments are not to be taken seriously. Such critiques do not know where is the seed of innovation and how one should nurture it.

It is this out of the box thinking and the ability to challenge the regular gives birth to packaging innovation. Most often than not for an idea to be taken seriously becomes a huge challenge. To sell the concept and have buy in from the decision makers itself becomes a stumbling block and the biggest de-motivator.

Very often the out of the box idea can be non serious at a superficial level, however the same idea could be carrying with it the seeds of a game changer.

How often we end up showering praises on an absolutely innovative packaging idea from competition and kill ourselves on why we did not do the same thing - ' Why did we not get this superb idea ' , whereas we would have on our own killed similar such ideas under the criticism of ' Non serious '.