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Jul 28

YES, it’s possible

Posted by admin in Design
YES, it’s possible

We all know that one of several reasons why consumers often have an aversion to packages is that so many of them are difficult to open, or reclose.
That’s a pity, as many packages are in fact very good from a practical (handling), as well as from an aesthetical and informative point of view.
Why is it [...]

Jul 27
Don’t sell design… sell products!

As I go through airports and their various shops and as I discuss design with different designers, one thing strikes me more than anything else: the pack designs could be so much more efficient if the designer were more attentive to the fact that the main role of pack design is to sell a product [...]

Jul 26

PROMOTION PACKS

Posted by admin in Design
PROMOTION PACKS

When I write these lines, the EUROFOOT has started and the shops are full of promotional packs from Heineken beer to Panini stickers.
I like promotions, especially if the promotional pack is different to the standard one or when an offer looks like a bargain which is obviously the case with “lot de 2 pots”… [...]

Apr 20

When 1 + 1 = 3!

Posted by admin in Design
When 1 + 1 = 3!

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 [...]

Feb 09

THE RIGHT LAYOUT

Posted by admin in Design
THE RIGHT LAYOUT

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 [...]

Jan 08

Once only, please, but BIG!

Posted by admin in Design
Once only, please, but BIG!

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 [...]

Sep 28
Use all the space and overlap!

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 [...]

Aug 25

Yes, it’s possible!

Posted by admin in Design
Yes, it’s possible!

… 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 [...]

Aug 25

Be close to your target!

Posted by admin in Design
Be close to your target!

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 [...]

Jul 29
Why are chips packaging so exciting?

I believe there is no other category in a supermarket that has more creative design solutions than the potato chip sachets!

Some years ago, I would have put breakfast cereals first, but these designs have lately become overloaded and complicated, as they try to look ‘healthier’ and at the same time often carry a promotion.
The chips [...]

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