3. RULES ARE TOOLS!

4. … because creativity is outside the rules.

7. LESS IS MORE

8. … because it gives you shelf impact

13. A RTB IS A MUST

14. … because it sells!!

19. DOES A SERIOUS PROFESSIONAL READ PLAYBOY AND THE NEWYORKER

20. … because a cartoon tells a story.

24. WE NEED TO GO TO JAPAN NOW AND THEN

25. … because so much to learn.

30. DESIGNERS MUST LEARN TYPOGRAPHY

31. … because reading is made easy.

34. THE BACK PANEL NEEDS TO BE A SERVICE PANEL

35. … because it strenghtens the bond.

40. YOU NEED TO WORK STEP-WISE

41. … because hierarchy is a must.

45. HUMOUR IS SO OFTEN ABSENT

46. … because it is misunderstood.

51. SHIPPERS ARE BROWN

52. … because we don ’t look at them as LIDL.

53. The corrugated box is the best shop assistant at point-of-sale

57. YOU MUST BE BEST IN CATEGORY

58. … because you don ’t always use other media.

62. WE CROWD THE PANELS

63. … because we believe when we should know.

72. PACKAGE DESIGN IS NOT BETTER

73. … because design is also communication.

78. Information is PASSIVE Communication ACTIVE

83. MIDDLE MGMT STANDS IN THE WAY OF GOOD COMMUNICATION

84. … because they don ’t take risks.

87. YOU NEED A BIG ONE!

88. … because it gives shelf impact

93. TOTAL COMMUNICATION IS A MUST

94. … because packaging is only one of many media

100. A CALL-TO-ACTION HELPS SALES

101. … because it involves the consumer

104. A POSITIONING STATEMENT IS A MUST

105. … because it determines communication

110. YOU MUST SURPRISE!

111. … because you must stand out.

115. ASKING THE CONSUMER IS USELESS

116. … because they don ’t like change

118. continuous improvement is a must

120. NOT SIMPLIFY?

122. OUTDOOR ADVERTISEMENT IS SEEN AT DISTANCE

124. THEREFORE IT MUST BE SIMPLE!