Can it be said better? I doubt. On a recent business trip to Austria I was once more reminded of the fact that in every single market in Europe we ‘overcommunicate’. Not only on packaging, but equally on POS, outdoor advertising, TVC or print.   If  packaging technology imp...

To win a consumer’s favour is a matter of staying ‘top-of-mind’ with your product. This can be done with unique and interesting advertising or point-of-sale material.   The best way, however, is to design your package in such a way that it achieves an iconic shape. The adv...

Lars Wallentin is a world renowned packaging guru. Having travelled the world for many years to teach about packaging, branding and communication within the Nestlé group, he continues to be a highly sought after consultant and speaker who is unrivalled in his subject. His experience in this f...

Great advertising, being it outdoor, weekly print or TV commercials, may contain the pack or may not. The following advice will only deal with one aspect: the package in print advertising. But it is basically also valid for other types of advertising. It gives the reader a few tips of what to do and...

Lars Wallentin, one of the world's most respected autorities on packaging design, is a privileged source of information for all those who want to improve the effectiveness of their package design.   For Lars, the two following roads lead in the right direction :   1) The first one is t...