The title to this post is the tag line to an interesting blog called box vox. Box vox is dedicated to the meaning and art of the packages that contain the things we consume. The perfect package makes what's inside it more desirable. Lets face it, some things we buy just because the package is so amazing we can't help it.
What if, for your next creative project, you created the packaging for it before you created the content? Imagine how easy it would be if you already knew the size and shape of what you were going to create. You'd know the name and maybe even the list of ingredients.
If you don't want to create your own, use another package and fill it. What's inside will be uniquely yours! If you want to write a book or story, find a book cover that's evocative to you and write what would go inside. The same goes for old movie posters, advertisements and album covers.
For me personally, the best thing is to find an awesome package with a bad product. That way, you can create something that finally lives up to the promise of its packaging.
Less disappointment in the world is a good thing!