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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!

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 [...]

May 19

From global to local

Posted by admin in Trends
From global to local

Having had the pleasure to design packages since 1962 when I left the Graphic Institute in Stockholm, I’ve experienced several trends, from the Carrefour white (so-called non-branded) products to the retailers’ brands, from bio-designs to super premium designs, etc.
This article is about the latest trend which is to go back in time and offer consumers [...]

May 19
The Lindt “Teddy”

Forget the quarrel Lindt has with Haribo and the “Gummibär” which I’m sure will be solved sooner or later!

I admire the way Lindt took the Eastern rabbit idea into another high sale period, i.e. Christmas, in a similar way Ferrero has done since years.
The presence of the Lindt bear in the supermarkets  before Christmas (at [...]

May 19

Figures in package design

Posted by admin in Design
Figures in package design

Package design involves surface design, shape, material, convenience, etc. Surface design is a matter of layout, colours, pictures, texts and figures.
Figures can be brands, content, price and specific advantages.
As in general designers are mostly interested in layout and pictures, the good use of figures is often forgotten. This is a pity as figures are as [...]

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