Thursday, November 30, 2006

Credibility Lost?

Who is Matti Remes and why is he saying American packaging design and advertising has no credibility with consumers? Remes, who is with Finnish design consultancy Remes & Packart, wrote a column in the Autumn 2006 issue of M-real magazine, put out by M-real Corporation, a paper company located in Finland, in which he stated “In terms of brand construction, packaging is a gem that needs to be treated with respect and subtlety.” In fact, he said a number of interesting things about the role of packaging in the success of a brand, including “In the future, packaging design will be an important strategic tool for product development and corporate management.” So far, so good. But then he followed up his comment on ‘respect and subtlety’ with “We must remember that European consumers believe everything they read and see on packaging. In the USA, on the other hand, the credibility of advertising and packaging design was lost a long time ago, because marketing does not always tell the truth there.” Wow! I see big problems in both statements for consumers and brand owners alike, whether his notions are perceived or real. I welcome your thoughts.


Blogger Kevin Katechis said...

Karen, I think Matti's comments are directed more at marketing claims as opposed to being critical to American packaging. As an owner of a brand conscience skin care company here in the US, I am often shocked by some of the claims that companies make in regard to "scientific claims". The feedback I get from the consuming public is that there is absolutely no credibility in today's skin care industry. The public is lured in with hype and outrageous claims and the delivery almost never meets expectations.

3:49 PM, November 30, 2006  
Blogger Kevin Katechis said...

This comment has been removed by a blog administrator.

3:50 PM, November 30, 2006  

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