Mess-Free Messaging

I find in SaaS, vendors can focus too much on over-explaining the expected business impact of their products. But, if you explain your product well enough, customers can often make the conclusion on their own. This no-mess coloring kit from Crayola is a perfect example. On the left it highlights a feature, a capability, and a use case. • Colors ONLY appear on the paper • Kids won’t color on skin, clothes, or furniture • Great for travelling Here’s what they don’t spell out directly: This product is perfect for keeping your kids busy and quiet, without worrying that they’ll make a mess everywhere. The only indication is in the product name itself — Mess-Free Colouring.