Did you know that the first thermoplastic was a compound created from nitrocellulose and camphor? The two first brands being used were Parkesine and Xylonite until Celluloid was registered in 1869 in Newark, New Jersey. It was first used as a replacement for ivory. Well, that’s a long time ago and if there is one [...]
Brand vs. Company in the food and drink world
I’ve had the great advantage and pleasure to work for almost 40 years for Nestlé. During that time, I have regularly been asked to explain the difference between a brand and a company or, in other words, between a product brand and a corporation.
As any marketeer well [...]
We all know that one of several reasons why consumers often have an aversion to packages is that so many of them are difficult to open, or reclose.
That’s a pity, as many packages are in fact very good from a practical (handling), as well as from an aesthetical and informative point of view.
Why is it [...]
… and it’s in your big supermarket! One of the most visible trends in today’s fast moving consumer goods markets is no doubt the arrival of small local producers in the big supermarket chains.
How refreshing! … to now have the choice between buying from and supporting a local business or getting ‘factory-made’ products which sometimes [...]
No doubt we see today a lot of great designs in advertising, point-of-sale or packaging, designs that are simple, interesting and communicate well as for instance McDonald.
However, I also see more and more average, even mediocre designs that do not do the job for which they stand for, i.e. selling a product.
I have found that [...]
This site dealing with communication is, or should be, non-political. However, let me make a small exception… My latest two jobs before going on holiday to my beloved Ireland were in Russia (Moscow) and Ukraine (Odessa), so I have learned quite a lot about what ‘closed societies’ lead to.
I’m writing these lines after my visit [...]
Today, it is more essential than ever to belong to a group. We can, no doubt, inform ourselves through the Internet on specific issues or via the professional press, not to forget websites like Dieline and maybe even this one!
However, one thing is information, the other is learning. Learning to understand, evaluate and progress.
Having been [...]
When designing a sachet or a carton, you receive a technical drawing from your supplier, be it a converter, i.e. a printer or a machine supplier. This drawing indicates areas for glueing or areas which should not have too much ink, as it seals badly.
So far so good. However, as most packaging engineers or machine [...]
One day when I was teaching in my native Sweden, Johan Kruse, a local marketing expert, heard me and proposed that package design communication, as well as in store communication, not to speak of advertising, could be far better if my simple message “simplify in order to amplify” were spread to a wider audience. Said [...]
Those of you who have read my book or listened to my speeches certainly know the triangle I use to explain “what and how to communicate” in each media, from outdoor advertising to package design.
As more and more products will be sold online in the future, although food and drinks will constitute a rather small [...]
The attentive reader of www.packagingsense.ch has certainly studied the article “The Briefing Form” which was posted some time ago. Since then, I have worked with various companies, each of them having their way of briefing an agency.
Enriched by this experience, I have drawn the most efficient questions which please find below. I hope they will [...]
Food and drink packages should basically do 4 things:
protect the product;
sell the product, i.e. be attractive;
inform about the content;
Today’s package designers do quite a good job when it comes to protection. Themes like new materials, recyclability, etc. are on the checklist of every packaging engineer and most packaging designer. So basically, no problem.
The second [...]
Let us forget the Tropicana Disaster that should never have happened if PepsiCo had followed the 10 points below. The article is about the present European design, differing from the iconic American version. The European pack could in fact one day be redesigned to include the famous straw, as this is a great differentiator.
This being [...]
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 [...]