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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.

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, [...]

Jun 11
What did I learn since I retired?

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? [...]

Jun 11

Fons’ 3 “wow” Rule

Posted by admin in Design
Fons’ 3 “wow” Rule

After having met Henry the passionate salesman in Ireland, I met Fons last week in Belgium. Fons is the typical entrepreneur who has built a great factory thanks to a lot of common sense and lean thinking. Fons told me about the 3 wows and here they are:
The first one is about the design of [...]

Jun 11
You never stop learning

Indeed!… and you learn as much from good, as from bad packages.

Around Christmas time, I had lunch in an Italian restaurant with my wife, enjoying some of their great pastas. To that, we had a bottle, or rather a flask of Chianti and the following came to my mind: we usually refer to the Coca-Cola, [...]

Jun 11
Why I liked Kellogg’s

Since I came into the packaging world in Summer 1961 after having obtained my print technology paper at the Graphic Institute of Sweden, Kellogg’s Corn Flakes and Special K were my favourite pack designs.
Unfortunately not any longer! Why? Because Kellogg’s has gone from clear, simple designs to today’s overcrowded ‘consumer friendly’ designs where key information [...]

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