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.
Do you develop the briefing together with your client?
Red, yellow and blue make up the primary colours in a painter’s colour wheel. The secondary colours, violet, orange and green make up another triad. Triads are formed by 3 equidistant colours on the colour wheel.
When art and the practice of typography joined forces with the invention of movable type and the printing press in the 15th centry, who could then foresee such a fantastic development, which was going to be amplified with the arrival of the digitalisation? Calligraphy, also used in pack design, is of course even older and if we go further back in time, we find the Chinese proverb “a picture is worth a thousand words”. And this is exactly what this article is about! Can typography ‘paint’ a picture on the front of the pack to tell a great story? Yes, in the manner of the “LOVE” art by Robert Indiana, first as a Christmas card in 1964 and then as a sculpture in 1970.
Did you know that you can have Lars’ learning live?
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!
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:
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.
Some six years ago. I wrote an article called “Count the pastilles and divide them by 4”, explaining how difficult it is for a consumer to calculate the calories in a bag of Rowntree Fruit Pastilles (with 25% more fruit juice). I thought that in 2007 we had reached the maximum of what I call ‘foolish nutritional information’, i.e. information which