Did you know that the first thermoplastic was a compound created from nitrocellulose and camphor? The two first brands being used were Parkesine and Xylonite until Celluloid was registered in 1869 in Newark, New Jersey. It was first used as a replacement for ivory. Well, that’s a long time ago and if there is one [...]
The most interesting project I had during 2015 was no doubt the work on the identity for a new caviar factory in Wallis, the canton next to where I live.
The width of the project made it fascinating. Moreover, it was a job without guidelines, nor were there any preconceived ideas. Well, when I got the [...]
For many, package design means surface design, structural design, graphical design, but unfortunately not communication design. That’s a pity!
Because package design is mainly about communication,
- branding (that gives trust);
- appetite appeal or product appeal;
- usage instructions;
- useful information about the product, such as ingredients, calory content or vegetarian cuisine.
So why then is the information [...]
Today, it is more essential than ever to belong to a group. We can, no doubt, inform ourselves through the Internet on specific issues or via the professional press, not to forget websites like Dieline and maybe even this one!
However, one thing is information, the other is learning. Learning to understand, evaluate and progress.
Having been [...]
One day when I was teaching in my native Sweden, Johan Kruse, a local marketing expert, heard me and proposed that package design communication, as well as in store communication, not to speak of advertising, could be far better if my simple message “simplify in order to amplify” were spread to a wider audience. Said [...]
Those of you who have read my book or listened to my speeches certainly know the triangle I use to explain “what and how to communicate” in each media, from outdoor advertising to package design.
As more and more products will be sold online in the future, although food and drinks will constitute a rather small [...]
In any profession, there are misconceptions, false ideas and misunderstandings. I meet them quite often in my daily work with marketing/brand managers or package designers. Here are my opinions on ten issues chosen at random:
Red is warm, blue is cold
I hear often that certain colours cannot be used for certain products/packages. It must be green, [...]