From page 220 in my new book Evangelist Marketing:
Ironically, words don’t help much on packaging. They crowd out the device. They fire information at the prospective customer. They confuse because, when there are words, they tend to be too technical. Obviously, you need to list some technical specs on your package. Here’s a rule of thumb: everything you need to detail can be done us- ing one-quarter of the back panel of the box. If you don’t think this is possible, look at Apple’s packaging. The rest of the space? Use it to draw people in. Help people imagine how wonderful it would feel to own your products.
Evangelist Marketing Launches January 3.
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