WHERE BEING CREATIVE TRULY MATTERS

Summary from the TLDR Marketing newsletter

Creative content has a stronger positive impact on customer and expert ratings than creative packaging or aesthetics. For Oscar-nominated movies, each point increase in creative content increased the chances of winning Best Picture by 9x, while board games had a 3.5x higher chance of winning awards for each content point. Regular people rated creative content in games 32.4% higher but gave only a 15% boost for creative packaging. Experts respond positively to creative packaging, but regular people may find it unappealing or negative. Companies should focus creativity on core product features or messaging while keeping packaging and visual aesthetics more conventional to avoid alienating customers.