I love this. Bike retailer Vanmoof noticed that a lot of the bikes they shipped to customers in the US arrived damaged. Figuring that package handlers would be more gentle if they thought they were moving fragile electronics, they started printing an illustration of a flatscreen TV on their packages.

That small tweak had an outsized impact. Overnight our shipping damages dropped by 70-80%. We sell 80% of our bicycles online, which means we still print TVs on our boxes. More than 60,000 of them have now been shipped directly to our riders worldwide.

Super clever. (via why is this interesting?)