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 [...]

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

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 11

Why not do the opposite?

Posted by admin in Design
Why not do the opposite?

Most of the articles on www.packagingsense.com promote simplicity, as the best and most powerful messages on a pack, POS or advertisement should not be disturbed by other design elements .
Steve Jobs even stated: “That’s been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to work hard to [...]

Jun 11

Fons’ 3 “wow” Rule

Posted by admin in Design
Fons’ 3 “wow” Rule

After having met Henry the passionate salesman in Ireland, I met Fons last week in Belgium. Fons is the typical entrepreneur who has built a great factory thanks to a lot of common sense and lean thinking. Fons told me about the 3 wows and here they are:
The first one is about the design of [...]

May 19

Figures in package design

Posted by admin in Design
Figures in package design

Package design involves surface design, shape, material, convenience, etc. Surface design is a matter of layout, colours, pictures, texts and figures.
Figures can be brands, content, price and specific advantages.
As in general designers are mostly interested in layout and pictures, the good use of figures is often forgotten. This is a pity as figures are as [...]

Mar 19
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”.

Jan 26
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!

Dec 09
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.

Dec 09
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.

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