Cinderella of the marketing mix
“Packaging design is still the Cinderella of the marketing mix,” Wallentin says. “But when the packaging communication is first class, sales will increase automatically. And compared to advertising campaigns, the costs are peanuts!” With an almost philosophical point of view, Wallentin’s book provides insights in the art of packaging design, communication and clarity to draw a picture of the power of packages as a marketing instrument.
Why deeply rooted values matter
The guidebook’s smart case study approach also points out rather unique examples of how successful packages work. It shows, for instance, that generosity ultimately could be a design quality. “If you offer more than what the consumer expects and demonstrate this in your packaging, your brand will reflect a positive image,” says Wallentin. He believes in original qualities and deeply rooted values, from which a clear vision will emerge.
Wallentin, senior advocate of packaging
Wallentin, a senior advocate of packaging, joined Nestlé in 1964 and was responsible for the company’s packaging design for almost 40 years. Born in Sweden and educated at the famous Graphic Institute in Stockholm, he led the design for successful international Nestlé brands such as Nescafé, Maggi, Buitoni or KitKat.
A design vision creates a strong brand identity
“Creative design solutions are not the result of trial and error on a computer. Most young designers are not able to draw sketches which turn into workable design. A strong brand has a unique identity,” he stresses. “You need common sense and a design vision to achieve an authentic packaging solution that clearly shows the benefits of the brand positioning.”
Writer and sponsor aligned
“With Bobst as a sponsor, I chose one of the very best,” says Wallentin. “An industry stalwart whose DNA is made up of values such as trust, respect, passion, and who is leading innovation and high performance, I think we share many of the same values.” These values are the foundation of BOBST’s mission to help its customers worldwide to supply safe, cost-efficient, environmentally friendly and appealing packaging.
