Once I heard that typography was a “beautiful group of letters and not a group of beautiful letters”.
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!
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?
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
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.