||Packaging design is very often reduced
to the function at the point of sale, the key word is shelf
impact. But the consumer has totally different behaviour as
the marketing experts often like to believe.
The decision to buy food products repetitive for example is
not made in the shop but at home. Our consumers (and we are
all consumers ourselves) are by far more intelligent and experienced
as sales experts believe. Trying to make products understandable
for even the most stupid client insults the intelligence of
the average consumer.
If we really want to make new design in packaging, we have to
learn to respect our fellow men and understand what they (we
all) really need.
Manuscript of a speech held in Hamburg in 2002
Published by Creativ Verpacken
PDF in German.
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