The 20 why
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The document provides tips and recommendations for effective packaging design and communication. It stresses that rules are tools rather than limitations, that less is more to gain shelf impact, and that including a return-on-investment element is important for sales. It also emphasizes learning from other places like Japan, using typography to make reading easy, strengthening consumer bonds with back panels, working step-by-step with hierarchy, and using humor despite potential misunderstanding.
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The 20 why
- 4. … because creativity is outside the rules.
- 7. LESS IS MORE
- 8. … because it gives you shelf impact
- 13. A RTB IS A MUST
- 14. … because it sells!!
- 19. DOES A SERIOUS PROFESSIONAL READ PLAYBOY AND THE NEWYORKER
- 20. … because a cartoon tells a story.
- 24. WE NEED TO GO TO JAPAN NOW AND THEN
- 25. … because so much to learn.
- 30. DESIGNERS MUST LEARN TYPOGRAPHY
- 31. … because reading is made easy.
- 34. THE BACK PANEL NEEDS TO BE A SERVICE PANEL
- 35. … because it strenghtens the bond.
- 40. YOU NEED TO WORK STEP-WISE
- 41. … because hierarchy is a must.
- 45. HUMOUR IS SO OFTEN ABSENT
- 46. … because it is misunderstood.
- 52. … because we don ’t look at them as LIDL.
- 53. The corrugated box is the best shop assistant at point-of-sale
- 57. YOU MUST BE BEST IN CATEGORY
- 58. … because you don ’t always use other media.
- 62. WE CROWD THE PANELS
- 63. … because we believe when we should know.
- 72. PACKAGE DESIGN IS NOT BETTER
- 73. … because design is also communication.
- 78. Information is PASSIVE Communication ACTIVE
- 83. MIDDLE MGMT STANDS IN THE WAY OF GOOD COMMUNICATION
- 84. … because they don ’t take risks.
- 87. YOU NEED A BIG ONE!
- 88. … because it gives shelf impact
- 93. TOTAL COMMUNICATION IS A MUST
- 94. … because packaging is only one of many media
- 100. A CALL-TO-ACTION HELPS SALES
- 101. … because it involves the consumer
- 104. A POSITIONING STATEMENT IS A MUST
- 105. … because it determines communication
- 110. YOU MUST SURPRISE!
- 111. … because you must stand out.
- 115. ASKING THE CONSUMER IS USELESS
- 116. … because they don ’t like change
- 118. continuous improvement is a must
- 120. NOT SIMPLIFY?
- 122. OUTDOOR ADVERTISEMENT IS SEEN AT DISTANCE
- 124. THEREFORE IT MUST BE SIMPLE!