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!