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Popular Posts

The HaHaHa Pentaward

The HaHaHa Pentaward

One day, I was sitting with my old friends Brigitte and Jean Jacques Evrard, chatting about humour, one of our favourite topics. I mentioned that humour seems to have no place in today’s business world. Digitalisation has made us so efficient that there is no time to lay back, think and smile. So Jean Jacques [...]

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Is it a new trend?

Is it a new trend?

There are two brands I’ve followed closely during the last 2-3 years, as both seem to have understood how to connect with a younger generation. They are Michel et Augustin in France, and soon all over Europe and Emmi in Switzerland, starting to export as well.

Yes, their packages and POS material are busy and do [...]

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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!

Jun 23
Does your label sell?

First of all, what is the difference between a pack and a label? Basically, the label has a smaller surface than a pack (be it a carton, a sachet, a tray, etc.) which makes it more difficult for the designer to achieve efficient communication. The main role of a label, as well as a pack,  [...]

Jun 23

Case studies

Posted by admin in Uncategorized
Case studies

Those who have participated in one of my workshops certainly remember one or two of my case studies of “how to judge creative work” where I try to explain what is important in pack design.
One is about ice cream street items for kids, another is about a chocolate bar (in a flow pack) for teenagers [...]

Jun 08

Listen to me, please!

Posted by admin in Trends
Listen to me, please!

The other day, I went to our family doctor for a check-up. Well, all was fine, I just needed to lower my blood pressure a little, so he prescribed a new medicine for me which I fetched at the pharmacy.
At no moment did I question my doctor’s advice, although he is quite young. I see [...]

Jun 08
Needing a magnifying glass…

For many, package design means surface design, structural design, graphical design, but unfortunately not communication design. That’s a pity!
Because package design is mainly about communication,
communication of:
-          branding (that gives trust);
-          appetite appeal or product appeal;
-          usage instructions;
-          useful information about the product, such as ingredients, calory content or vegetarian cuisine.
So why then is the information [...]

Jun 02
How far can you stretch a brand’s equity?

During a recent store checking, it struck me how many marketeers play safe by using one brand’s high recognition as a driving force to bring along new products, often in very different categories.
We all know that it is very costly to launch a new brand and that a line extension to an established brand is [...]

May 19

Henry went modern!

Posted by admin in Advertising
Henry went modern!

… was it a good decision? I’ll find out next time I am in Ireland!
Many of you have certainly read my article about Henry Keogh in Oughterard, the real salesman! I was back in Henry’s shop a couple of days ago and what did I find? Henry had changed his handwritten messages to nicely printed [...]

May 19
Why competition leads to high quality, good taste and constant improvements The Estonian experience

This site dealing with communication is, or should be, non-political. However, let me make a small exception… My latest two jobs before going on holiday to my beloved Ireland were in Russia (Moscow) and Ukraine (Odessa), so I have learned quite a lot about what ‘closed societies’ lead to.

I’m writing these lines after my visit [...]

Mar 31
Epda and why the exchange of ideas is essential

Today, it is more essential than ever to belong to a group. We can, no doubt, inform ourselves through the Internet on specific issues or via the professional press, not to forget websites like Dieline and maybe even this one!
However, one thing is information, the other is learning. Learning to understand, evaluate and progress.
Having been [...]

Mar 31

Missed opportunity

Posted by admin in Typography
Missed opportunity

When designing a sachet or a carton, you receive a technical drawing from your supplier, be it a converter, i.e. a printer or a machine supplier. This drawing indicates areas for glueing or areas which should not have too much ink, as it seals badly.
So far so good. However, as most packaging engineers or machine [...]

Feb 02
Why “Packagingsense” was created

One day when I was teaching in my native Sweden, Johan Kruse, a local marketing expert, heard me and proposed that package design communication, as well as in store communication, not to speak of advertising, could be far better if my simple message “simplify in order to amplify” were spread to a wider audience. Said [...]

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