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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 [...]

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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”.

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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!

Jul 09

Story is King!

Posted by admin in Uncategorized
Story is King!

Why do consumers buy a product in the supermarket? Because they found it, they liked it and it has become part of their life. That’s ok and quite logical. However, if you wish to sell more of your product, there are mainly two ways to do it, either
-          you find new consumers, or
-          your present [...]

Jul 09
Where to put your product brand

Good question! First of all, as often as possible and wherever possible. It’s called marketing! But seriously, let us start with the brand on the pack. Never on the back! On the front, it can be on top, in the middle or below. Unfortunately, most marketeers believe it has to be on top. For me, [...]

Jul 09

My favourite European pack

Posted by admin in Design
My favourite European pack

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 [...]

Jun 16
Design & Copy = Copy Designer

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 [...]

Jun 11

Everything is possible

Posted by admin in Trends
Everything is possible

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 [...]

Jun 11

Why not do the opposite?

Posted by admin in Design
Why not do the opposite?

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 [...]

Jun 11
10 Unwritten Rules or Beliefs – good or bad

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, [...]

Jun 11

Good News!

Posted by admin in Uncategorized
Good News!

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 [...]

Jun 11
Do you want a pack design or do you want a great concept?

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 [...]

Jun 11
Make it easy or lose a consumer!

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, [...]

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