The 20 why

RULESARE TOOLS!

…because creativity is

outsidethe rules.

LESSIS MORE

…because itgives you

shelf impact

A RTBIS A MUST

…because itsells!!

DOES A SERIOUSPROFESSIONALREAD PLAYBOY

AND THE NEWYORKER

…because acartoon

tells a story.

WE NEED TOGO TO JAPAN

NOW AND THEN

…because somuch to

learn.

DESIGNERSMUST LEARNTYPOGRAPHY

…becausereading is

made easy.

THE BACK PANELNEEDS TO BE ASERVICE PANEL

…because itstrenghtens

the bond.

YOU NEEDTO WORK

STEP-WISE

…because hierarchy is

a must.

HUMOURIS SO OFTEN

ABSENT

…becauseit is

misunderstood.

SHIPPERSARE BROWN

…because wedon’t look

at themas LIDL.

The corrugated box is the best

shop assistant at point-of-sale

YOU MUST BEBEST IN

CATEGORY

…because youdon’t always

use other media.

WE CROWDTHE PANELS

…because webelieve when

we should know.

PACKAGE DESIGNIS NOT BETTER

…becausedesign is also

communication.

Information isPASSIVE

Communication ACTIVE

MIDDLE MGMTSTANDS IN THE WAY

OF GOOD COMMUNICATION

…becausethey don’ttake risks.

YOU NEEDA BIG ONE!

…because itgives

shelf impact

TOTALCOMMUNICATION

IS A MUST

…becausepackaging isonly one ofmany media

ACALL-TO-ACTION

HELPS SALES

…because itinvolves theconsumer

A POSITIONINGSTATEMENTIS A MUST

…because itdetermines

communication

YOU MUSTSURPRISE!

…becauseyou muststand out.

ASKING THECONSUMERIS USELESS

…becausethey don’t

like change

continuousimprovement

is a must

NOTSIMPLIFY?

OUTDOORADVERTISEMENT

IS SEEN ATDISTANCE

THEREFOREIT MUST BE

SIMPLE!