Last week I gave a speech in Prague for designers, as well as brand managers. Before that, I did my usual store checking to be reminded of the pack I just love, the Kolonada round flat crispy spa wafers from 1856. The now Mondelez company has fortunately not changed this design, although there are rumours [...]
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”.
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.
In an advertising agency, we have project leaders, creative directors, account executives… and copy-writers.
At the beginning of my career, I was mostly trying to solve problems visually, i.e. with pictures, photos, etc. while during my last 20-25 years, I have become more interested in the verbal side of the communication. And here I should like [...]
Marketing communication follows a few basic rules such as
- make it simple
- be bold
- awake interest
- don’t just inform… communicate!
but the best of them all is no doubt “be different”.
I remember that once the then CEO of Nestlé, Mr P. Brabeck, told us that packaging is the most economical advertising medium, enormously underutilised, with virtually [...]
Most of the articles on www.packagingsense.com promote simplicity, as the best and most powerful messages on a pack, POS or advertisement should not be disturbed by other design elements .
Steve Jobs even stated: “That’s been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to work hard to [...]
In any profession, there are misconceptions, false ideas and misunderstandings. I meet them quite often in my daily work with marketing/brand managers or package designers. Here are my opinions on ten issues chosen at random:
Red is warm, blue is cold
I hear often that certain colours cannot be used for certain products/packages. It must be green, [...]
When I wrote “The world’s first book about packaging communication” (available on this site… only 50 copies left), my idea was to write a series of 4-5 books. The second book will soon be available in Russian, in fact already this Summer. Lucky Russians!
Now, if someone who reads this could suggest a sponsor who would [...]
In order to give an advice, I visited two local retailers, COOP and MIGROS to inspire myself.
I wanted to find out what strikes me most when looking at various categories in the food and drinks section of these shops. Well, I could have included non-food categories, but concepts are more rare outside the food [...]
Many packages are still too difficult to open! There are basically two reasons for this: one is purely technical due to material, construction, cost or safety (tamper proof) and is therefore of lesser interest in a site like this which deals mainly with communication. Packaging engineers are constantly working on such problems and we will, [...]
Good question! 10 points! The answer is: the more I teach, the more I (have to) learn! Lucky me, as I now work for the retailers, the multinationals, the medium-sized companies, the schools/universities, the NGOs, as well as for the packaging industry.
What advice can I now give to the brand managers and the creative designers? [...]