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 [...]
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 [...]
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 [...]
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 [...]
… 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 [...]
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 [...]
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 [...]
Food and drink packages should basically do 4 things:
protect the product;
sell the product, i.e. be attractive;
inform about the content;
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 [...]
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 [...]
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 [...]