on anticipationWhy the wait makes a gift better
The quiet psychology of anticipation, and how a short pause before the reveal makes a gift mean more to the person opening it.
Read the story →The Joy Lab
Ideas on gifts, joy and marketing.
Our journal on what makes a moment worth opening, and how brands and creators turn gifts into real engagement. We publish what we actually believe and what we actually find.
Why gifts land the way they do
The Lab's own thinking on anticipation, surprise and what makes a moment worth keeping.
on anticipation