I would believe that, in today’s supermarkets, at least 30% of all products, packed or unpacked, are sold with some sort of promotion, mainly relating to price. Many books have been written about the efficiency of promotional activities. I will therefore not discuss the subject in depth. I will just quote, as an introduction, whoever [...]
… and it’s in your big supermarket! One of the most visible trends in today’s fast moving consumer goods markets is no doubt the arrival of small local producers in the big supermarket chains.
How refreshing! … to now have the choice between buying from and supporting a local business or getting ‘factory-made’ products which sometimes [...]
No doubt we see today a lot of great designs in advertising, point-of-sale or packaging, designs that are simple, interesting and communicate well as for instance McDonald.
However, I also see more and more average, even mediocre designs that do not do the job for which they stand for, i.e. selling a product.
I have found that [...]
Twenty years ago, in the UK (of course!), a brave brand manager at Kraft Foods (as it was called at that time) accepted a proposal from the Design Bridge Packaging Agency to temporarily change TOBLERONE to “TO.MY.LOVE” for St. Valentine’s day! The rest is history. The whole production was sold out in about a week!
… but only with a clear briefing, conceptual thinking, stepwise designing, an open-minded client and last, but not least, the right hierarchy of information… It took only 3 months from briefing to printing!
No guidelines to follow, no corporate branding (which, by the way, I find wrong), no rigid hierarchy to obtain decisions during the progress [...]
The other day, I fell on two goblets standing side by side in the rather new product category of chilled ready-to-drink coffee beverages. As I love to analyse communication, this is what I found:
One design speaks the language of the young consumer who drinks on the go, while the other design most likely follows the [...]
If you ‘google’ SIGNAL toothpaste, you’ll find 41 varieties of the product. It is therefore no surprise that a shelf in a Carrefour shop in France looks like this:
Why this confusing multitude? Because the marketing department knows that the more varieties, the more shelf space will be obtained. If so, why then such bad communication [...]
Marketeers like to divide the market into categories like premium, superpremium, etc. I have nothing against this, as it is a language understood by those involved in marketing.
However, the fact that each of these categories have to have a visual language that informs the consumer about the quality and price level is not always [...]
The most interesting project I had during 2015 was no doubt the work on the identity for a new caviar factory in Wallis, the canton next to where I live.
The width of the project made it fascinating. Moreover, it was a job without guidelines, nor were there any preconceived ideas. Well, when I got the [...]
Time has come to write about a material that I especially like at this time of the year, just before Christmas, because it glitters! It can even have a bling-bling effect when mixed with plastic, as for instance the Coca-Cola Christmas edition.
Before writing about branding and communication, which is the purpose of this site, here [...]
My advice “simplify, amplify and repeat” has never been more actual than today when young marketeers believe that everything has to appear on the front of the pack.
To help these young marketeers, here are examples of great communicating packages which show that in order to stand out and be seen, we have to exaggerate something [...]
As the reader may know, I was born in Sweden, but I’ve spent most of my life in Switzerland. I have, therefore, a dual interest in brands, companies and marketing in these two sparsely populated European countries.
This article is meant to give the reader some information about STORA, most likely the oldest corporation in the [...]
It’s the brand/product idea that decides the layout, not the guideline!
When designing a pack, most marketing people follow what they think is the most logical layout, i.e. NEW in the upper right corner, corporate brand upper left, product brand on top with product denomination below, etc. (see ill.).
Why is this? Most likely because many [...]
When designing packages, or even advertising and POS material, there is one golden rule often ignored by designers: have the main message, i.e. mostly the brand, rather once BIG than several times small! Indeed, most great designs have as few design elements as possible.
I thought of this unwritten rule when I found the can of [...]
In other words: how to be outside the visual style or identity of a product category in order to stand out.
Most consumers do not pay attention to the fact that many product categories in a supermarket have their special characteristics, such as
- Camembert cheese
- beer bottles
- wine bottles from Provence
- goat cheese
- Bordeaux wine labels
- homemade pasta, etc.
So when we design [...]