If you’re an expert gift wrapper, consider us jealous.
You know who you are – the ones who can make the perfect corners and tie the perfect bows. Your gifts coordinate perfectly, down to the color of the ink on the tag.
A gift like that, especially during the holidays, is one everyone likes to receive. It feels special and personal. It shows that you took the time to do something nice for someone else.
Simply put: Presentation matters.
We’ve all seen it. The most nicely-wrapped gift is the one that everyone wants at the white elephant gift exchange. Or the child on Christmas morning that wants the “pretty” present first.
Presentation is the reason why retail stores change their displays more frequently this time of year to encourage more shopping. It’s why those same stores use holiday-themed bags for your purchases and not just the regular branded offering.
Let’s face it – it’s this fascination we have with things that look nice that helped aid the boom in Pinterest usage.
And while presentation is something we think about often this time of year in our gifts and our decorations and many other facets of the holidays, it’s something we should think about more year-round when it comes to our businesses.
Yes, presentation matters there, too.
Does the visual representation of your business – everything from your business cards to your brochures and one sheets and your website and social media – match what your business offers? Does it show that you care about your customers? That you take pride in your company?
How many times have you heard a friend or a relative say that they made a buying decision simply because one company “looked more professional” than another?
In a research study done in 2002 by the Stanford Persuasive Technology Lab, more than 2,600 participants were asked to evaluate the perceived credibility of several websites. And 46.1 percent of them said that the design – the look – of the website was the most important factor in determining whether the information presented was credible or not.
Not the content itself. Not the credentials of the people behind those sites. Just the design. The look.
So, while you’re frustrating yourself trying to tear that tape while holding the wrapping paper in place with your elbow this holiday season – or just deciding to give up and use a gift bag instead (aren’t those the best inventions ever?) – remember the importance of your presentation into the new year.
(And here's a wish that you receive one of those nicely-wrapped gifts this holiday season!)