They say a little imagination goes a long way. That's certainly the case with this example of what to do with product packaging that's normally just thrown away.
Online cat supply retailer Catit have cleverly tapped in to what cats do naturally to reimagine what to do with cardboard boxes.
Let's step through what's going on behaviourally...
The Surprise Effect says that we respond well to unexpected acts of kindness. Cats love cardboard boxes as it is, so when cat owners receive their order, they probably expect an everyday cardboard box. But with Catit, you get more than just packaging — your pet gets their very own toy to play with as well.
The Afterlife Effect says that we're more motivated to recycle something when we can see what it'll turn into. And this is a great example. No need to throw out that product packaging just yet. Instead, you can recycle it into an engaging hideaway your cat will love, giving them lasting hours of fun and making you feel good about reducing waste and benefiting the environment at the same time.
Finally, the IKEA Effect, which says that we value something more when we've had a hand in its creation. Aside from the assembly of the rocket ship, where you cut out the dotted lines to create windows, the box encourages you to add some personal flair and show off your DIY skills by decorating and customising it to be a truly one-of-a-kind rocket to take your cat to the stars.
Examples from the wild like this show us that to be effective, behavioural science needn't be as complex or serious as it's sometimes made out to be.
A clear understanding of context, customer and, in this case cat can lead to simple, imaginative solutions that cost a little, delight a lot, and make positive change in the process.
And as well as saving the environment, recruiting a new mob of travelling space cats is just one more thing to add to behavioural science's growing list of achievements.
Considerations for you
This small innovation is a great brand-builder for Catit, positioning it as imaginative, empathetic, caring about sustainability and delighting its customers.
• If you sell an item that comes with lots of redundant packaging, how can you reimagine its use? What secondary use could it have?
• What about at the end of a product's life? What secondary use could it now have? Like the example here, it should tap in to the end customer's behaviours and desires (cats love boxes).
• Finally, it also allows the cat owner to feel good about their purchase by reducing their waste. With your own product, what ways can you solve for different types of outcome (e.g. new toy + packaging sustainability) at the same time?
Surprise
Experience
Extra-purrestrial exploration
What do you get if you cross a spaceship, a cat, and a set of instructions? A whole lot of unexpected adventure, that's what.
They say a little imagination goes a long way. That's certainly the case with this example of what to do with product packaging that's normally just thrown away.
Online cat supply retailer Catit have cleverly tapped in to what cats do naturally to reimagine what to do with cardboard boxes.
Let's step through what's going on behaviourally...
The Surprise Effect says that we respond well to unexpected acts of kindness. Cats love cardboard boxes as it is, so when cat owners receive their order, they probably expect an everyday cardboard box. But with Catit, you get more than just packaging — your pet gets their very own toy to play with as well.
The Afterlife Effect says that we're more motivated to recycle something when we can see what it'll turn into. And this is a great example. No need to throw out that product packaging just yet. Instead, you can recycle it into an engaging hideaway your cat will love, giving them lasting hours of fun and making you feel good about reducing waste and benefiting the environment at the same time.
Finally, the IKEA Effect, which says that we value something more when we've had a hand in its creation. Aside from the assembly of the rocket ship, where you cut out the dotted lines to create windows, the box encourages you to add some personal flair and show off your DIY skills by decorating and customising it to be a truly one-of-a-kind rocket to take your cat to the stars.
Examples from the wild like this show us that to be effective, behavioural science needn't be as complex or serious as it's sometimes made out to be.
A clear understanding of context, customer and, in this case cat can lead to simple, imaginative solutions that cost a little, delight a lot, and make positive change in the process.
And as well as saving the environment, recruiting a new mob of travelling space cats is just one more thing to add to behavioural science's growing list of achievements.
Considerations for you
This small innovation is a great brand-builder for Catit, positioning it as imaginative, empathetic, caring about sustainability and delighting its customers.
• If you sell an item that comes with lots of redundant packaging, how can you reimagine its use? What secondary use could it have?
• What about at the end of a product's life? What secondary use could it now have? Like the example here, it should tap in to the end customer's behaviours and desires (cats love boxes).
• Finally, it also allows the cat owner to feel good about their purchase by reducing their waste. With your own product, what ways can you solve for different types of outcome (e.g. new toy + packaging sustainability) at the same time?
What’s a Rich Text element?
The rich text element allows y
ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
Surprise
Experience
Extra-purrestrial exploration
What do you get if you cross a spaceship, a cat, and a set of instructions? A whole lot of unexpected adventure, that's what.
They say a little imagination goes a long way. That's certainly the case with this example of what to do with product packaging that's normally just thrown away.
Online cat supply retailer Catit have cleverly tapped in to what cats do naturally to reimagine what to do with cardboard boxes.
Let's step through what's going on behaviourally...
The Surprise Effect says that we respond well to unexpected acts of kindness. Cats love cardboard boxes as it is, so when cat owners receive their order, they probably expect an everyday cardboard box. But with Catit, you get more than just packaging — your pet gets their very own toy to play with as well.
The Afterlife Effect says that we're more motivated to recycle something when we can see what it'll turn into. And this is a great example. No need to throw out that product packaging just yet. Instead, you can recycle it into an engaging hideaway your cat will love, giving them lasting hours of fun and making you feel good about reducing waste and benefiting the environment at the same time.
Finally, the IKEA Effect, which says that we value something more when we've had a hand in its creation. Aside from the assembly of the rocket ship, where you cut out the dotted lines to create windows, the box encourages you to add some personal flair and show off your DIY skills by decorating and customising it to be a truly one-of-a-kind rocket to take your cat to the stars.
Examples from the wild like this show us that to be effective, behavioural science needn't be as complex or serious as it's sometimes made out to be.
A clear understanding of context, customer and, in this case cat can lead to simple, imaginative solutions that cost a little, delight a lot, and make positive change in the process.
And as well as saving the environment, recruiting a new mob of travelling space cats is just one more thing to add to behavioural science's growing list of achievements.
Considerations for you
This small innovation is a great brand-builder for Catit, positioning it as imaginative, empathetic, caring about sustainability and delighting its customers.
• If you sell an item that comes with lots of redundant packaging, how can you reimagine its use? What secondary use could it have?
• What about at the end of a product's life? What secondary use could it now have? Like the example here, it should tap in to the end customer's behaviours and desires (cats love boxes).
• Finally, it also allows the cat owner to feel good about their purchase by reducing their waste. With your own product, what ways can you solve for different types of outcome (e.g. new toy + packaging sustainability) at the same time?
What’s a Rich Text element?
The rich text element allows y
ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
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