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Sell your city, country or region

Sell your city, country or region

The origin of raw materials such as cacao or coffee is one way of promoting a country or region. This is done quite often, be it with or without quality seals as “Café de Colombia” or “Rainforest Alliance Certified”.

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Typography, a communication tool

Typography, a communication tool

Once I heard that typography was a “beautiful group of letters and not a group of beautiful letters”.

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Don’t change your logotype, update your identity!

Don’t change your logotype, update your identity!

I am aware that I’m going to annoy some of my fellow designers with this idea, but, as someone said, if you have no enemies, you have no character!

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Package design: it’s about adding value

Package design: it’s about adding value

If you offer more than expected, the consumer will always come back. This extra, this cherry on the cake, this bonus, call it what you want, is about adding value to the product/package. Obviously, this extra lies mainly in the product, i.e. it tastes better than expected, it is aesthetically more pleasing or it is more convenient.

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When you add, why not also remove?

When you add, why not also remove?

I have repeated over and over again that the best designs are (almost) always the most simple ones. My own philosophy is that, in order to become the number one in a product category,one has to constantly simplify the design. This means that it stands out on the shelf and that the brand is remembered. Three good examples are the Mars chocolate bar in Europe, Kellogg’s Corn Flakes in the UK and the Maggi Cube in Africa.

Oct 11

Waste or Energy?

Posted by admin in Trends
Waste or Energy?

Do you want to see things in a positive or a negative light? Do you put your used packages in the earth for the coming 100 years or do you burn them and recuperate the energy to be used for other purposes?

Oct 03

Be top-of-mind

Posted by admin in Advertising | Bottles | Trends
Be top-of-mind

… thanks to creative package design.

Sep 28

Do you tell a story?

Posted by admin in Design
Do you tell a story?

Storytelling has been used as communication since time immemorial. Stories are told in the hope that someone may listen… In the case of package design, you hope it will be seen, understood and bought.

Sep 12
Contemporary chocolate packaging

The present trend towards more dark/bitter chocolate, the arrival of exotic fruits and new ingredients such as chili, as well as Fairtrade and Bio messages have given birth to 4 very clear trends.

Sep 06

The front panel syndrome

Posted by admin in Design
The front panel syndrome

The Oxford dictionary tells us that a syndrome is “a characteristic combination of opinions, behaviour…” etc. The behaviour in this case is the 90% devotion by package designers to the front panel, leaving a bare 10% for the designing of the back panel which I call the service panel.

Aug 16
Don’t change your product, change your packaging!

Many products have reached their maturity and cannot really be improved upon. In order to increase sales, brand managers love to develop line extensions, i.e. mostly new flavours.

Jul 08

Know your media!

Posted by admin in Advertising | Design
Know your media!

You can never do everything in life, you have to choose! Life is about constantly deciding where to go and how to go about it. From my article “Total Communication” you have already learned that in packaging you must be best in category, while in outdoor advertising you have to basically only do branding.

Jul 06
Some advice to agencies

Some advice to agencies how to sell package design ideas

Jun 28
Why Coca-Cola is the biggest brand

When teaching design and communication I often ask the question: Why is Coke so big and why will KitKat most likely become the second biggest FMCG product?

May 30
Advertising & packaging principles

Some general advertising & packaging principles

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