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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.

Apr 17

Forever recycled

Posted by admin in Design | Trends | Typography
Forever recycled

I have already written about cardboard and aluminium as packaging material. This time it is steel. Plastic and glass are still on my list, as all materials have a role to play in the world of package design. I like them all, but when it comes to longevity and protection, steel is a clear favourite.

Apr 17

Consumer in Sight!

Posted by admin in Design
Consumer in Sight!

One of the many buzzwords used by marketing people is no doubt ‘consumer insight’. What does it mean? Well, basically to know what consumers are interested in. So you ask them and you obtain answers that are categorised, turned into figures which FMCG companies use as a base for decision-making.

Mar 28
The future of the service panel

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

Mar 28
What a package designer reads II (PS)

We just published part II of what I read and as it was written some months ago, some books were not yet published and some were forgotten. So here are 4 more which I have had great pleasure in reading:

Mar 20
What a package designer reads II

In my book, as well as on this site, I have written about those books that have had an impact on my way of working and inspired me to do things a little differently.

Mar 20

Logotypes in sight

Posted by admin in Design
Logotypes in sight

Brand identity is important. It is certainly not something you play around with. It is something that , if properly handled, increases the strength of a brand every time it is seen. This short article will try to show how it is seen.

Mar 15

Chinese package design

Posted by admin in Design
Chinese package design

Are they particular? Can we learn from them? Are they creative? Do they progress? Can a Westerner understand them? All these questions come to mind when visiting this booming market. After two days’ storechecking, here is my analysis for what it is worth:

Mar 08

Spaghetti Pack Design

Posted by admin in Design
Spaghetti Pack Design

While some foods and drinks are global such as pizzas, hamburgers, ice cream, and sugar-loaded soft drinks, most of it is local and rather traditional. We eat and drink the way our parents already were used to.

Mar 08

Why so little 3D?

Posted by admin in Design
Why so little 3D?

Package design communication is about words, pictures, graphics, symbols, shapes, materials and layout.

Feb 26

Stop amateurism!

Posted by admin in Design
Stop amateurism!

Working on the second book, I look out for good and bad examples of “selling communication” in all media where the pack may appear. Unfortunately, I found more bad examples than good ones, thus the title!
I have decided to pick some examples from the outdoor media here in Vevey where I live and see what [...]

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