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Popular Posts

The HaHaHa Pentaward

The HaHaHa Pentaward

One day, I was sitting with my old friends Brigitte and Jean Jacques Evrard, chatting about humour, one of our favourite topics. I mentioned that humour seems to have no place in today’s business world. Digitalisation has made us so efficient that there is no time to lay back, think and smile. So Jean Jacques [...]

Popular Posts

Is it a new trend?

Is it a new trend?

There are two brands I’ve followed closely during the last 2-3 years, as both seem to have understood how to connect with a younger generation. They are Michel et Augustin in France, and soon all over Europe and Emmi in Switzerland, starting to export as well.

Yes, their packages and POS material are busy and do [...]

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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”.

Popular Posts

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”.

Popular Posts

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!

Mar 31

Missed opportunity

Posted by admin in Typography
Missed opportunity

When designing a sachet or a carton, you receive a technical drawing from your supplier, be it a converter, i.e. a printer or a machine supplier. This drawing indicates areas for glueing or areas which should not have too much ink, as it seals badly.
So far so good. However, as most packaging engineers or machine [...]

Feb 02
Why “Packagingsense” was created

One day when I was teaching in my native Sweden, Johan Kruse, a local marketing expert, heard me and proposed that package design communication, as well as in store communication, not to speak of advertising, could be far better if my simple message “simplify in order to amplify” were spread to a wider audience. Said [...]

Feb 02
Package communication Online

Those of you who have read my book or listened to my speeches certainly know the triangle I use to explain “what and how to communicate” in each media, from outdoor advertising to package design.
As more and more products will be sold online in the future, although food and drinks will constitute a rather small [...]

Jan 26
The best Briefing Questions

The attentive reader of www.packagingsense.ch has certainly studied the article “The Briefing Form” which was posted some time ago. Since then, I have worked with various companies, each of them having their way of briefing an agency.
Enriched by this experience, I have drawn the most efficient questions which please find below. I hope they will [...]

Jan 06
Designers! design also the back, i.e. service panel, please!

Food and drink packages should basically do 4 things:

protect the product;
sell the product, i.e. be attractive;
inform about the content;
be ergonomic.

Today’s package designers do quite a good job when it comes to protection. Themes like new materials, recyclability, etc. are on the checklist of every packaging engineer and most packaging designer. So basically, no problem.
The second [...]

Jan 06
My favourite (right now)

Let us forget the Tropicana Disaster that should never have happened if PepsiCo had followed the 10 points below. The article is about the present European design, differing from the iconic American version. The European pack could in fact one day be redesigned to include the famous straw, as this is a great differentiator.
This being [...]

Dec 03

The HaHaHa Pentaward

Posted by admin in Advertising
The HaHaHa Pentaward

One day, I was sitting with my old friends Brigitte and Jean Jacques Evrard, chatting about humour, one of our favourite topics. I mentioned that humour seems to have no place in today’s business world. Digitalisation has made us so efficient that there is no time to lay back, think and smile. So Jean Jacques [...]

Dec 03

Is it a new trend?

Posted by admin in Design
Is it a new trend?

There are two brands I’ve followed closely during the last 2-3 years, as both seem to have understood how to connect with a younger generation. They are Michel et Augustin in France, and soon all over Europe and Emmi in Switzerland, starting to export as well.

Yes, their packages and POS material are busy and do [...]

Oct 22

It can be better !

Posted by admin in Design
It can be better !

Today’s packages are being improved constantly, be it on the logistic, technical, material or ecological side. We also see more unique designs and highly innovative solutions due to creative package design agencies.
However, if we look at the way packages communicate, i.e. which selling messages one can find or how convincing the back- and side panel [...]

Oct 22
The ultimate information panel

This panel should on purpose not be called the “back panel” as the word “back” immediately leads us to believe that something is less important. Another possible word could be “communication panel”, as the main purpose of this panel (be it side, top, bottom or back) is to achieve a dialogue with the consumer.
It is [...]

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