July 1st, 2016
The first thing your product should do? Be more human.
By Brokaw Creative Director, Steve McKeown
Alright, I know what you’re thinking. “But my product’s not a person. It’s a hamster wheel.” Or a prepackaged Kale salad. Or a flushable man butt wipe. (Great product invention, but more on that later. OK, maybe not.) The fact is we, as humans, feel a connection to something that looks, sounds, and feels more human—even (and sometimes, especially) if that something is not the least bit human. Why? It’s the same reason that we identify with characters in animated films. We all know WALL-E is a pile of rusty metal. But dammit if we still don’t cry at the end. If we can humanize something, we can relate to it. And when we can relate to it, we just might want it to be part of our lives. To hang out with it a little more. Or even to help us become better versions of ourselves.
Now, this isn’t an out-and-out call for across-the-board anthropomorphism (well, maybe a little). It’s just a reminder that, like people:
Products can be joyful.
Products can be sad. Remember the classic Ikea lamp spot?
Get your tissues ready. Can’t blame you either, TP – I’d be real sad if I had your job, too.
Products can be full of wonder.
And hey, products can even be sexy. (OK, cool it, perv, this is a family-friendly blog.)
So no matter what you’re trying to get across, remember to let your product say it like a person. I mean, why should a blender sound like a blender when it can sound like your Aunt Rhonda? (Unless your Aunt Rhonda is like my Aunt Rhonda. But that’s another story. )
Until next time: try Dude Wipes!