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 [...]
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 [...]
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”.
Once I heard that typography was a “beautiful group of letters and not a group of beautiful letters”.
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!
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 [...]
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,
- 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 [...]
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 [...]
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 [...]
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 [...]
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 [...]
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 [...]