Jun 11

Join the pack attack!

Take the chance to get feedback and helpful hints on your designs by packaging sensei Lars Wallentin.

Send your package design to info@packagingsense.com as a .jpg, .pdf or .tif not larger then 1 megabyte. The most interesting cases will be posted on this page, along with Lars comments and advice.

Pack Attack #1 FIFA World Cup Hospitality Kit

Those of you who were lucky enough to get tickets to the World Cup soccer games in South Africa recieved your tickets and accompanying information in a clever slider package. Remember? Well, here’s the rare package again.

This is the first entry to be commented by Lars Wallentin in his Pack Attack campaign. Sure it’s borderline unsporting to judge from a pack shot alone. All we aim for in the Pack Attack is Lars’ gut reaction. So what say he of this Hospitality Kit?

– The technical design by Burgopak, with opening slides and acetate window and all, looks good. But the World Cup artwork should have the potential to stand out far better than this. I don’t have World Cup tickets and I don’t know what they look like – but I have seen the FIFA logo a hundred times on TV by now and it’s difficult to recognize the small logo on this package, says Lars Wallentin.

– I expect to see a Big One, like football or logotype, and a better hierarchy. But perhaps something that communicates is added when the content shows in the window of the package? It’s hard to tell by looking at this shot, says Lars Wallentin.

– By the way, hospitality is something you want to experience. Why label it on the package to say “the content exceeds your expectations”?
There’s a good piece of advice: don’t let the designation of your work in progress become a caption on the package.

Read more (PDF): Burgopak FIFA World Cup Hospitality Pack

Pack Attack #2 l’Oréal: Inoa

How would you package a series of products for professional hair colour? By showing every nuance of hair from peroxide white to goth black? The packaging of the new hair colour product Inoa from l’Oréal is nothing like that. The TDBdesign agency used a mean green and restrained artwork.

– Elegance is the design key of many beauty products. But there has to be something interesting as well, says Lars Wallentin.

– May it be a catchy icon or other spokesman for the product. Something recognized on every package in a product series. Something that communicates a Reason To Buy, says Lars Wallentin and concludes his comment to this entry in Pack Attack:

– This design has elegance, but it’s all typography. If the logotype is strictly typographical something more should be added to make it interesting.

Read More: http://www.tdbdesign.fr

Pack Attack #3 Chopin’s Mineral Water

In 2010 Poland celebrates the Year of Chopin. There are numerous art events going on and the tracks  of the great composer is seen everywhere. Joanna Troszynska has sent a bottle etiquette with Chopin, designed by Andrzej Pagowski.

What’s Lars Wallentin’s comment on the “Cisowianka” bottle?

- Nice design but not a great design.. too foreseeable, no real surprise, says Lars Wallentin as he makes a draft on his ideas.

- My counterproposal has no real surprise either, but it follows these two basic rules:

- 1 …Never repeat logotypes or messages! The neck label can have another SELLING text to render communication more interesting.

- 2 …If the label is oval (i.e. a die-cut label) why not make it “specially oval” by letting Chopin’s head stick out? At CocaCola they call it “the broken line”.

Breaking the rules of artwork is one way to push the commercial design forward. Right, Joanna?

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