Michael B. Hardt
Diplom Designer Professor for Visual Communication  
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    Shelf impact at home    
  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
Lindenhaus Dialoge
Published by Creativ Verpacken

Free downloadable PDF in German.
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