This site dealing with communication is, or should be, non-political. However, let me make a small exception… My latest two jobs before going on holiday to my beloved Ireland were in Russia (Moscow) and Ukraine (Odessa), so I have learned quite a lot about what ‘closed societies’ lead to.
I’m writing these lines after my visit [...]
This panel should on purpose not be called the “back panel” as the word “back” immediately leads us to believe that something is less important. Another possible word could be “communication panel”, as the main purpose of this panel (be it side, top, bottom or back) is to achieve a dialogue with the consumer.
It is [...]
In teaching Marketing, one often compares a brand to a living person. Why do we do this? Because a great brand must be ‘living’, either through new product developments or through constant change of its visual appearance. When I say “change of appearance”, it does not mean a change in any direction. A great strong [...]
I constantly repeat: “if you are not seen, you cannot be bought”. Lindt discovered, probably a bit later than Ferrero, that surprising, highly visible POS material, i.e. shelf-ready corrugated displays, sell more. So they now use their Easter Bunny in a prominent way to promote this product. Here the product and the pack are basically [...]
Marketing communication follows a few basic rules such as
- make it simple
- be bold
- awake interest
- don’t just inform… communicate!
but the best of them all is no doubt “be different”.
I remember that once the then CEO of Nestlé, Mr P. Brabeck, told us that packaging is the most economical advertising medium, enormously underutilised, with virtually [...]
Having had the pleasure to design packages since 1962 when I left the Graphic Institute in Stockholm, I’ve experienced several trends, from the Carrefour white (so-called non-branded) products to the retailers’ brands, from bio-designs to super premium designs, etc.
This article is about the latest trend which is to go back in time and offer consumers [...]
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.