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Popular Posts

YES, it’s possible

YES, it’s possible

We all know that one of several reasons why consumers often have an aversion to packages is that so many of them are difficult to open, or reclose.
That’s a pity, as many packages are in fact very good from a practical (handling), as well as from an aesthetical and informative point of view.
Why is it [...]

Popular Posts

It’s local!

It’s local!

… and it’s in your big supermarket! One of the most visible trends in today’s fast moving consumer goods markets is no doubt the arrival of small local producers in the big supermarket chains.

How refreshing! … to now have the choice between buying from and supporting a local business or getting ‘factory-made’ products which sometimes [...]

Popular Posts

Use all the space and overlap!

Use all the space and overlap!

No doubt we see today a lot of great designs in advertising, point-of-sale or packaging, designs that are simple, interesting and communicate well as for instance McDonald.
However, I also see more and more average, even mediocre designs that do not do the job for which they stand for, i.e. selling a product.
I have found that [...]

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How to put a brand ‘top-of-mind’ by changing it

How to put a brand ‘top-of-mind’ by changing it

Twenty years ago, in the UK (of course!), a brave brand manager at Kraft Foods (as it was called at that time) accepted a proposal from the Design Bridge Packaging Agency to temporarily change TOBLERONE to “TO.MY.LOVE” for St. Valentine’s day! The rest is history. The whole production was sold out in about a week!

Kraft [...]

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Yes, it’s possible!

Yes, it’s possible!

… but only with a clear briefing, conceptual thinking, stepwise designing, an open-minded client and last, but not least, the right hierarchy of information… It took only 3 months from briefing to printing!
No guidelines to follow, no corporate branding (which, by the way, I find wrong), no rigid hierarchy to obtain decisions during the progress [...]

Mar 15

Chinese package design

Posted by admin in Design
Chinese package design

Are they particular? Can we learn from them? Are they creative? Do they progress? Can a Westerner understand them? All these questions come to mind when visiting this booming market. After two days’ storechecking, here is my analysis for what it is worth:

Mar 08

Spaghetti Pack Design

Posted by admin in Design
Spaghetti Pack Design

While some foods and drinks are global such as pizzas, hamburgers, ice cream, and sugar-loaded soft drinks, most of it is local and rather traditional. We eat and drink the way our parents already were used to.

Mar 08

Why so little 3D?

Posted by admin in Design
Why so little 3D?

Package design communication is about words, pictures, graphics, symbols, shapes, materials and layout.

Feb 26

Stop amateurism!

Posted by admin in Design
Stop amateurism!

Working on the second book, I look out for good and bad examples of “selling communication” in all media where the pack may appear. Unfortunately, I found more bad examples than good ones, thus the title!
I have decided to pick some examples from the outdoor media here in Vevey where I live and see what [...]

Feb 26
If I were the owner of a cardboard manufacturer

I’ve spent all my life trying to figure out how to sell more. I have always had the ambition to try new things, using creativity, design and communication as tools. But the goal has always been, how can we sell more, longterm. Some wise professor once answered the question “How do you define marketing”? “Marketing is to create longterm survival”, he said.

Feb 18
If I were the owner of a food and beverage company

I could most likely include non-food FMCG companies, but my experience being mostly within the food and drink segment, my comments will relate to these products.

Feb 18
Art in pack? It’s all about ‘wrapping it up’

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.

Feb 04
Calories don’t count…

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 [...]

Feb 04
Core 77 Package Design Awards

Package design is about selling products. It is about convincing and informing, but it is also about creativity, art and aesthetics.

Jan 22

Blue note

Posted by admin in Design
Blue note

For those readers who have bought my book, this title needs no explanation. For the others, three things may come to mind when reading these two words:

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