A book has always been a good present. It provides hours of entertainment, surprise, passion and discoveries. There are a hundred thousand books to choose from, and dozen kinds of genres: romantic, comedy, tragic, poems, scientific, adventure, mystery. Sure there is some book waiting for every person in every stage of his life. Besides, it is a personal gift, with character; it is affordable and for each budget of any client.
There are many good reasons why books are great gifts for any time. Those are good news to bookstores, but, there is big problem: a client could buy a book almost everywhere. How could they attract them to their shop? How could they catch the attention of hundreds possible customers?
Besides, they have to fight against digital book, a market that it is growing very fast, placed on a more comfortable space where to buy.
Call me Barnes & Noble
Recently, Barnes & Noble, the most important bookstore in America, designs a clever shopping bag that it is a perfect complement for a perfect gift. Designed by Chermayeff & Geismar & Haviv, the new shopping bag, highlight the first pages of a selected classic books combined with a book´s character illustrations (very iconic in some cases), like the “White Rabbit checking watch” made by Lewis Carroll or the whale tail from Moby Dick made by the illustrator A. Burnham Shute in 1892.
Thus, books like Alice in Wonderland, Romeo and Juliet, The Wizard of Oz or Moby Dick, are printed on the bag, which also carried the logo brand of Barnes & Noble and its web site.
The selection of these books is not irrelevant; maybe the opening of the novel by Melville was one of the most well-known sentences in Western literature: “Call me Ishmael”.
The bags promote the bookstore and they also invite to start reading classics literature (and sure they expected that clients will buy them on its local). The design reflects love for literature, a brand´s principle, smartly communicated on the bag.
A smart value communication
Clients like when a publicity doesn´t want to self promote the brand and, instead, supports art values or disinterested desires.
The begging of the Adventures of Huckleberry Finn by Mark Twain “You don’t know about me…” could be perfectly applied to the spirit of the communication expressed by the packaging: “I do not want to self promote my bookstore but I do care for literature and encourage you to read classic books.”
So, if you are Alice who “…was beginning to get very tired of sitting by her sister on the bank, and of having nothing to do” try these: read a book.