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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
Point-of-Sale, Henry got it all!

These days, my main interest has swung over from package design to in-store communication. Why? Because I find that so much more could be done in this area to trigger sales! Today, it seems that brand managers focus on sticking logotypes…

Sep 02

Lars Live!

Posted by admin in Advertising
Lars Live!

Did you know that you can have Lars’ learning live?

Jul 19

Does this make sense?

Posted by admin in Design
Does this make sense?

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!

Jul 19
What we can learn from the Shark

Many years ago, Nestlé tried to launch KitKat in China, with little success, as the recipe was wrong (for the Chinese), i.e. too much chocolate, two little biscuit and too expensive.

Jul 08
We shop with our eyes – don’t we?

The question to which we have no real answer, although many studies and research at POS have been conducted, is the following:

Why don’t we buy certain things or why do we buy mostly what we already know?

Jul 08

Do you know the clue…

Posted by admin in Design
Do you know the clue…

… it’s orange and blue! I am often asked the question: which are the best colours for my pack so it is seen on the shelves?

May 31
Key visuals, are they sacred?

The answer to this question is both yes and no. Yes, as you do not play around with a logotype, a colour scheme or an icon! No, as you can easily adapt to local conditions if you understand a visual identity and how, within a given framework, you can be creative without the consumer noticing deviations.

May 06

When packaging becomes art

Posted by admin in Design
When packaging becomes art

During my recent travel to Asia to teach communication, I obviously passed through a number of airports, most of them having the same tax-free business offering universal brands from Toblerone to Hermès, from Rolex to Johnnie Walker.

May 06

It’s about selling

Posted by admin in Advertising | Design
It’s about selling

As far as I see it, package design is all about selling a product to a new consumer who will hopefully be satisfied and come back! As I have no real influence on the product itself, it is my job to stimulate purchase through exciting package design. To do this, here are the ten points which all play a role and which have to be optimised in one way or another:

Apr 24

Creativity in the thirties

Posted by admin in Design
Creativity in the thirties

Between the two World Wars, the Swedish businessman Ivar Kreuger built an emporium with safety matches. They were no doubt of the highest quality, but so was the marketing of these matches, marketing built upon design! Fascinating designs by acknowledged artists, as the profession ‘package designer’ was not yet established. The very diverse designs were not built on today’s positioning, nor on target thinking, but according to the clients’ taste. Unfortunately, Mr Kreuger’s ‘empire’ broke down with his sudden death in 1932.

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