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.
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.
Do you develop the briefing together with your client?
Red, yellow and blue make up the primary colours in a painter’s colour wheel. The secondary colours, violet, orange and green make up another triad. Triads are formed by 3 equidistant colours on the colour wheel.
When art and the practice of typography joined forces with the invention of movable type and the printing press in the 15th centry, who could then foresee such a fantastic development, which was going to be amplified with the arrival of the digitalisation? Calligraphy, also used in pack design, is of course even older and if we go further back in time, we find the Chinese proverb “a picture is worth a thousand words”. And this is exactly what this article is about! Can typography ‘paint’ a picture on the front of the pack to tell a great story? Yes, in the manner of the “LOVE” art by Robert Indiana, first as a Christmas card in 1964 and then as a sculpture in 1970.
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 [...]
I’ve spent all my life trying to figure out how to sell more. I have always had the ambition to try new things, using creativity, design and communication as tools. But the goal has always been, how can we sell more, longterm. Some wise professor once answered the question “How do you define marketing”? “Marketing is to create longterm survival”, he said.
One of my favourite books is by Fabrice Peltier, edited by Pyramyd and entitled “Art, échanges créatifs”. Why do I refer to this book? Because it deals precisely with the subject I wish to write about, i.e. can a pack be art? In this connection, I picked out the great French verb “emballer” which means to pack or to wrap, as well as to be carried away by enthusiasm.