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Sell your city, country or region

Sell your city, country or region

The origin of raw materials such as cacao or coffee is one way of promoting a country or region. This is done quite often, be it with or without quality seals as “Café de Colombia” or “Rainforest Alliance Certified”.

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Typography, a communication tool

Typography, a communication tool

Once I heard that typography was a “beautiful group of letters and not a group of beautiful letters”.

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Don’t change your logotype, update your identity!

Don’t change your logotype, update your identity!

I am aware that I’m going to annoy some of my fellow designers with this idea, but, as someone said, if you have no enemies, you have no character!

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Package design: it’s about adding value

Package design: it’s about adding value

If you offer more than expected, the consumer will always come back. This extra, this cherry on the cake, this bonus, call it what you want, is about adding value to the product/package. Obviously, this extra lies mainly in the product, i.e. it tastes better than expected, it is aesthetically more pleasing or it is more convenient.

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When you add, why not also remove?

When you add, why not also remove?

I have repeated over and over again that the best designs are (almost) always the most simple ones. My own philosophy is that, in order to become the number one in a product category,one has to constantly simplify the design. This means that it stands out on the shelf and that the brand is remembered. Three good examples are the Mars chocolate bar in Europe, Kellogg’s Corn Flakes in the UK and the Maggi Cube in Africa.

Sep 16
If it’s printed, it must be legible!

Why do so many consumers have a negative opinion about packages? There are mainly 5 reasons:

too difficult to open;
too small texts, practically unreadable;
overpacking – too much material or too big a pack in relation to the product/content;
incomprehensible changes to product, i.e. package design;
no handle for heavy packs and other ergonomical weaknesses as ‘slippery’ (unstable) plastic [...]

Jul 16

The living brand

Posted by admin in Trends
The living brand

In teaching Marketing, one often compares a brand to a living person. Why do we do this? Because a great brand must be ‘living’, either through new product developments or through constant change of its visual appearance. When I say “change of appearance”, it does not mean a change in any direction. A great strong [...]

Jul 16
Always ask yourself the obvious question “will the consumer target understand my design”

I think each designer and especially the pack designer should, after having finalised a job, take some distance to the work and analyse the communication.
During my years at Nestlé, I always showed my design to the cleaning lady who came each evening to put order in my cubicle and asked her “what does this pack [...]

Jul 09

Nespresso Vertuoline

Posted by admin in Pack Attack
Nespresso Vertuoline

Believe it or not, I’ve got two Nespresso designs to comment upon in Pack Attack.. Wow! What an honour, especially for me who was there when my colleague Rudi von der Emden designed the first Nespresso pack back in the 80ies (or was it already in the 70ies?) What makes this analysis so interesting is [...]

Jul 09

Talking packs

Posted by admin in Uncategorized
Talking packs

Those who read www.packagingsense.com regularly know that the back and the side panels of a pack interest me as much a the front panel. The same applies to the communication at the point-of-sale and on the pack. So it is certainly not a surprise for you to understand my admiration for what the very creative [...]

Jul 09

What Lindt has learnt

Posted by admin in Trends
What Lindt has learnt

I constantly repeat: “if you are not seen, you cannot be bought”. Lindt discovered, probably a bit later than Ferrero, that surprising, highly visible POS material, i.e. shelf-ready corrugated displays, sell more. So they now use their Easter Bunny in a prominent way to promote this product. Here the product and the pack are basically [...]

Jul 09

Story is King!

Posted by admin in Uncategorized
Story is King!

Why do consumers buy a product in the supermarket? Because they found it, they liked it and it has become part of their life. That’s ok and quite logical. However, if you wish to sell more of your product, there are mainly two ways to do it, either
-          you find new consumers, or
-          your present [...]

Jul 09
Where to put your product brand

Good question! First of all, as often as possible and wherever possible. It’s called marketing! But seriously, let us start with the brand on the pack. Never on the back! On the front, it can be on top, in the middle or below. Unfortunately, most marketeers believe it has to be on top. For me, [...]

Jul 09

My favourite European pack

Posted by admin in Design
My favourite European pack

Last week I gave a speech in Prague for designers, as well as brand managers. Before that, I did my usual store checking to be reminded of the pack I just love, the Kolonada round flat crispy spa wafers from 1856. The now Mondelez company has fortunately not changed this design, although there are rumours [...]

Jun 16
Design & Copy = Copy Designer

In an advertising agency, we have project leaders, creative directors, account executives… and copy-writers.
At the beginning of my career, I was mostly trying to solve problems visually, i.e. with pictures, photos, etc. while during my last 20-25 years, I have become more interested in the verbal side of the communication. And here I should like [...]

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