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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.

Oct 29
Typographic pack design

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.

Oct 11
The killing of 7 myths

First: you have to show your pack in your ad,
Second: There is only one way to show the GDA,
Three: Recycle whenever you can…

Oct 11
Point-of-Sale, Henry got it all!

These days, my main interest has swung over from package design to in-store communication. Why? Because I find that so much more could be done in this area to trigger sales! Today, it seems that brand managers focus on sticking logotypes…

Sep 02

Lars Live!

Posted by admin in Advertising
Lars Live!

Did you know that you can have Lars’ learning live?

Jul 19

Does this make sense?

Posted by admin in Design
Does this make sense?

Very early in my marketing career I was told that, if you wish to build a strong brand, you cannot be two things, in other words, you must focus on one thing!

Jul 19
What we can learn from the Shark

Many years ago, Nestlé tried to launch KitKat in China, with little success, as the recipe was wrong (for the Chinese), i.e. too much chocolate, two little biscuit and too expensive.

Jul 08
We shop with our eyes – don’t we?

The question to which we have no real answer, although many studies and research at POS have been conducted, is the following:

Why don’t we buy certain things or why do we buy mostly what we already know?

Jul 08

Do you know the clue…

Posted by admin in Design
Do you know the clue…

… it’s orange and blue! I am often asked the question: which are the best colours for my pack so it is seen on the shelves?

May 31
Key visuals, are they sacred?

The answer to this question is both yes and no. Yes, as you do not play around with a logotype, a colour scheme or an icon! No, as you can easily adapt to local conditions if you understand a visual identity and how, within a given framework, you can be creative without the consumer noticing deviations.

May 06

When packaging becomes art

Posted by admin in Design
When packaging becomes art

During my recent travel to Asia to teach communication, I obviously passed through a number of airports, most of them having the same tax-free business offering universal brands from Toblerone to Hermès, from Rolex to Johnnie Walker.

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