.

MY NEW BOOK
IS AVAILABLE !

Advices on design creativity, communication in packaging and other media.

>> CLICK HERE TO ORDER <<

ErtG4tRlazazMr987V1830i

Popular Posts

YES, it’s possible

YES, it’s possible

We all know that one of several reasons why consumers often have an aversion to packages is that so many of them are difficult to open, or reclose.
That’s a pity, as many packages are in fact very good from a practical (handling), as well as from an aesthetical and informative point of view.
Why is it [...]

Popular Posts

It’s local!

It’s local!

… and it’s in your big supermarket! One of the most visible trends in today’s fast moving consumer goods markets is no doubt the arrival of small local producers in the big supermarket chains.

How refreshing! … to now have the choice between buying from and supporting a local business or getting ‘factory-made’ products which sometimes [...]

Popular Posts

Use all the space and overlap!

Use all the space and overlap!

No doubt we see today a lot of great designs in advertising, point-of-sale or packaging, designs that are simple, interesting and communicate well as for instance McDonald.
However, I also see more and more average, even mediocre designs that do not do the job for which they stand for, i.e. selling a product.
I have found that [...]

Popular Posts

How to put a brand ‘top-of-mind’ by changing it

How to put a brand ‘top-of-mind’ by changing it

Twenty years ago, in the UK (of course!), a brave brand manager at Kraft Foods (as it was called at that time) accepted a proposal from the Design Bridge Packaging Agency to temporarily change TOBLERONE to “TO.MY.LOVE” for St. Valentine’s day! The rest is history. The whole production was sold out in about a week!

Kraft [...]

Popular Posts

Yes, it’s possible!

Yes, it’s possible!

… but only with a clear briefing, conceptual thinking, stepwise designing, an open-minded client and last, but not least, the right hierarchy of information… It took only 3 months from briefing to printing!
No guidelines to follow, no corporate branding (which, by the way, I find wrong), no rigid hierarchy to obtain decisions during the progress [...]

Aug 25

Be close to your target!

Posted by admin in Design
Be close to your target!

The other day, I fell on two goblets standing side by side in the rather new product category of chilled ready-to-drink coffee beverages. As I love to analyse communication, this is what I found:
One design speaks the language of the young consumer who drinks on the go, while the other design most likely follows the [...]

Jul 29
LOGOTYPES – When showing just a part of a logotype, the brand seems bigger… Why?

It took many years for brand owners to understand that, when it comes to visual branding, there is no need to see the whole logotype.
Luckily, things are changing and what you see on this picture is now quite common in the world of FMCG branding.
Now to the question: is this a passing trend or is [...]

Jul 29
Why are chips packaging so exciting?

I believe there is no other category in a supermarket that has more creative design solutions than the potato chip sachets!

Some years ago, I would have put breakfast cereals first, but these designs have lately become overloaded and complicated, as they try to look ‘healthier’ and at the same time often carry a promotion.
The chips [...]

Jun 23
Does your label sell?

First of all, what is the difference between a pack and a label? Basically, the label has a smaller surface than a pack (be it a carton, a sachet, a tray, etc.) which makes it more difficult for the designer to achieve efficient communication. The main role of a label, as well as a pack,  [...]

Jun 23

Case studies

Posted by admin in Uncategorized
Case studies

Those who have participated in one of my workshops certainly remember one or two of my case studies of “how to judge creative work” where I try to explain what is important in pack design.
One is about ice cream street items for kids, another is about a chocolate bar (in a flow pack) for teenagers [...]

Jun 08

Listen to me, please!

Posted by admin in Trends
Listen to me, please!

The other day, I went to our family doctor for a check-up. Well, all was fine, I just needed to lower my blood pressure a little, so he prescribed a new medicine for me which I fetched at the pharmacy.
At no moment did I question my doctor’s advice, although he is quite young. I see [...]

Jun 08
Needing a magnifying glass…

For many, package design means surface design, structural design, graphical design, but unfortunately not communication design. That’s a pity!
Because package design is mainly about communication,
communication of:
-          branding (that gives trust);
-          appetite appeal or product appeal;
-          usage instructions;
-          useful information about the product, such as ingredients, calory content or vegetarian cuisine.
So why then is the information [...]

Jun 02
How far can you stretch a brand’s equity?

During a recent store checking, it struck me how many marketeers play safe by using one brand’s high recognition as a driving force to bring along new products, often in very different categories.
We all know that it is very costly to launch a new brand and that a line extension to an established brand is [...]

May 19

Henry went modern!

Posted by admin in Advertising
Henry went modern!

… was it a good decision? I’ll find out next time I am in Ireland!
Many of you have certainly read my article about Henry Keogh in Oughterard, the real salesman! I was back in Henry’s shop a couple of days ago and what did I find? Henry had changed his handwritten messages to nicely printed [...]

May 19
Why competition leads to high quality, good taste and constant improvements The Estonian experience

This site dealing with communication is, or should be, non-political. However, let me make a small exception… My latest two jobs before going on holiday to my beloved Ireland were in Russia (Moscow) and Ukraine (Odessa), so I have learned quite a lot about what ‘closed societies’ lead to.

I’m writing these lines after my visit [...]

Packaging Sense by  wordpress themes