As far as I see it, package design is all about selling a product to a new consumer who will hopefully be satisfied and come back! As I have no real influence on the product itself, it is my job to stimulate purchase through exciting package design. To do this, here are the ten points which all play a role and which have to be optimised in one way or another:
We just published part II of what I read and as it was written some months ago, some books were not yet published and some were forgotten. So here are 4 more which I have had great pleasure in reading:
In my book, as well as on this site, I have written about those books that have had an impact on my way of working and inspired me to do things a little differently.
One of my favourite books is by Fabrice Peltier, edited by Pyramyd and entitled “Art, échanges créatifs”. Why do I refer to this book? Because it deals precisely with the subject I wish to write about, i.e. can a pack be art? In this connection, I picked out the great French verb “emballer” which means to pack or to wrap, as well as to be carried away by enthusiasm.
The other day, I read about the ban on large sugary drinks in NYC and also that McDonald’s will clearly indicate the calorie count on all their menus… all this in the hope that it will reduce obesity in the US. I know very well that my opinion on what to indicate on food and [...]
If you look up the word “merchandising” on Wikipedia, it says “the display of products in such a way that it stimulates interest and entices customers to make a purchase”. I had this word on my mind when I visited the Montreux Christmas Market with some 150 stands offering everything from handmade candles to oysters.
… for better communication and stronger branding!
If you don’t surprise in one way or another… you do nothing! Quite a radical statement, isn’t it? Well, it is slightly exaggerated, but there is truth in it. If we are in the business of marketing, selling and reaching out towards consumers, we need to be seen, listened to and be convincing!
In order to set the scene and emphasise why ‘surprising the consumer’ is so important, I have chosen a few quotations I’ve read during my 50 years in the business of designing packaging, POS material, advertising and other media:
Surprising title when it comes to packaging communication? The title could also have been “Don’t change a winning formula”.
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Born in Sweden and educated at the Graphic Institute in Stockholm, Lars Wallentin moved 1964 to Switzerland to the Nestlé headquarters where he was responsible, during almost 40 years, for the development of creative design solutions for the strategic brands such as Nestlé, Nescafé, Maggi, Buitoni, Nesquik or KitKat. 
