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:
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.
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.