…to successfully visualize and verbalize an idea. 1st stage: DESIGN the key properties, i.e. the visual and verbal identity for the brand or product to be used in ALL media. 2nd stage: Execute the chosen idea in several media as for instance packaging, print advertising, website, POS material, TV or outdoor. 3rd stage: Design the final execution of this idea for the package which will ALWAYS be the main medium for the identity. 4th stage: Prepare a one-page identity sheet with a short explanatory text. 5th stage: UPDATE, SIMPLIFY AND AMPLIFY.
Do you develop the briefing together with your client?
Red, yellow and blue make up the primary colours in a painter’s colour wheel. The secondary colours, violet, orange and green make up another triad. Triads are formed by 3 equidistant colours on the colour wheel.
When art and the practice of typography joined forces with the invention of movable type and the printing press in the 15th centry, who could then foresee such a fantastic development, which was going to be amplified with the arrival of the digitalisation? Calligraphy, also used in pack design, is of course even older and if we go further back in time, we find the Chinese proverb “a picture is worth a thousand words”. And this is exactly what this article is about! Can typography ‘paint’ a picture on the front of the pack to tell a great story? Yes, in the manner of the “LOVE” art by Robert Indiana, first as a Christmas card in 1964 and then as a sculpture in 1970.
Did you know that you can have Lars’ learning live?
Very early in my marketing career I was told that, if you wish to build a strong brand, you cannot be two things, in other words, you must focus on one thing!
Being in the package design business, obviously all materials are interesting to me as it all depends upon the product to be packed. A metal can feels colder than a drink carton, a great wine cannot be in PET, but must be in glass, etc. Born in the Swedish forest, the cardboard and thus also the paper have become my favourites for the simple reason that the products I have dealt with are mostly packed in this material, i.e. frozen food, chocolate, breakfast cereals, pet food, etc.
In order to achieve maximal impact for least money is, as this article explains, not a complicated matter. However, in practice, very few brands achieve this today as the communication is split up between different units, departments or managers. Furthermore, a communication coordinator with decision rights is seldom at hand.
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 [...]
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 [...]
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 [...]
When the first corrugated box was developped hundred years ago, its only function was to group together a number of smaller units, be they prepacked or loose products. The function has not changed over the years, but a second equally important one is that of being a support of brands as well as product information and last, but not least, a message. Thus the heading: “The Shipper is Advertising”.
I have lately been involved in some ‘special edition’ package designs which, unfortunately, did not become the masterpieces I had hoped. The reason is very simple. Very few brand managers dare to ‘do it fully’ and therefore end up with half-way solutions which will never have an impact upon the buyer.