Anatomy of a Control: Don't Mess With the Message

“We had to have that insert sized so it doesn’t cause the ornament to fall out of the window. So we thought, ‘Well, let’s take advantage of that space and add a bookmark at the top,’” he explains.

“I think if you had it on a lighter- weight paper it might seem a little flimsy,” Robinson adds. “I think for the ornament package it’s important to have that slightly heavier stock to make this piece — that actually is three pieces — feel that much more important and have a little bit higher perceived value.”