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!
… 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 [...]
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 [...]
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 [...]
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 [...]
Good question! First of all, as often as possible and wherever possible. It’s called marketing! But seriously, let us start with the brand on the pack. Never on the back! On the front, it can be on top, in the middle or below. Unfortunately, most marketeers believe it has to be on top. For me, [...]
Last week I gave a speech in Prague for designers, as well as brand managers. Before that, I did my usual store checking to be reminded of the pack I just love, the Kolonada round flat crispy spa wafers from 1856. The now Mondelez company has fortunately not changed this design, although there are rumours [...]
In an advertising agency, we have project leaders, creative directors, account executives… and copy-writers.
At the beginning of my career, I was mostly trying to solve problems visually, i.e. with pictures, photos, etc. while during my last 20-25 years, I have become more interested in the verbal side of the communication. And here I should like [...]
Marketing communication follows a few basic rules such as
- make it simple
- be bold
- awake interest
- don’t just inform… communicate!
but the best of them all is no doubt “be different”.
I remember that once the then CEO of Nestlé, Mr P. Brabeck, told us that packaging is the most economical advertising medium, enormously underutilised, with virtually [...]
Most of the articles on www.packagingsense.com promote simplicity, as the best and most powerful messages on a pack, POS or advertisement should not be disturbed by other design elements .
Steve Jobs even stated: “That’s been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to work hard to [...]
In any profession, there are misconceptions, false ideas and misunderstandings. I meet them quite often in my daily work with marketing/brand managers or package designers. Here are my opinions on ten issues chosen at random:
Red is warm, blue is cold
I hear often that certain colours cannot be used for certain products/packages. It must be green, [...]
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 [...]
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 [...]
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, [...]