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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 [...]

Popular Posts

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!

Jan 26
The best Briefing Questions

The attentive reader of www.packagingsense.ch has certainly studied the article “The Briefing Form” which was posted some time ago. Since then, I have worked with various companies, each of them having their way of briefing an agency.
Enriched by this experience, I have drawn the most efficient questions which please find below. I hope they will [...]

Jan 06
Designers! design also the back, i.e. service panel, please!

Food and drink packages should basically do 4 things:

protect the product;
sell the product, i.e. be attractive;
inform about the content;
be ergonomic.

Today’s package designers do quite a good job when it comes to protection. Themes like new materials, recyclability, etc. are on the checklist of every packaging engineer and most packaging designer. So basically, no problem.
The second [...]

Jan 06
My favourite (right now)

Let us forget the Tropicana Disaster that should never have happened if PepsiCo had followed the 10 points below. The article is about the present European design, differing from the iconic American version. The European pack could in fact one day be redesigned to include the famous straw, as this is a great differentiator.
This being [...]

Dec 03

The HaHaHa Pentaward

Posted by admin in Advertising
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 [...]

Dec 03

Is it a new trend?

Posted by admin in Design
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 [...]

Oct 22

It can be better !

Posted by admin in Design
It can be better !

Today’s packages are being improved constantly, be it on the logistic, technical, material or ecological side. We also see more unique designs and highly innovative solutions due to creative package design agencies.
However, if we look at the way packages communicate, i.e. which selling messages one can find or how convincing the back- and side panel [...]

Oct 22
The ultimate information panel

This panel should on purpose not be called the “back panel” as the word “back” immediately leads us to believe that something is less important. Another possible word could be “communication panel”, as the main purpose of this panel (be it side, top, bottom or back) is to achieve a dialogue with the consumer.
It is [...]

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 [...]

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