Some 20-30 years ago weeklies like ELLE, Time or Newsweek discovered that the key message on the front page in that week’s issue was more important to the readers than their logotype. Thus, they let the head of a person or something of great interest cover some of the logotype in order to be more prominent and give a 3D effect to the page.
Once I heard that typography was a “beautiful group of letters and not a group of beautiful letters”.
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!
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.
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.
Do you develop the briefing together with your client?
There are a few very basic rules which will help to focus the study. There are many possibilities as to the graphical design of the form, but one thing is for sure: if there are more than two pages, no effort has been done to focus. The following points must always appear in order to design something outstanding, unique and lasting.
…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.
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 [...]