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APD Package Design Global Summit 2010

Yalos Branding Intelligence™ was invited by the Japanese Packaging Design Association to Tokyo, where the JPDA held a Global Package Design Summit on October 8.

Michael and Tina Tupay travelled to Tokyo to represent Europe’s designers and to congratulate the JPDA on its 50th anniversary.

Other PDA Executive Committee Members were PDA President Fabrice Peltier, Past-Presidents Jean Jacques Schaffner and Fabrizio Bernasconi, as well as, Renne Angelvuo. On behalf of the association they offered a flag in appreciation of the associations’ mutual friendship.

Images from left to right: 1. Fumi Sasada President of the JPDA, 2. Yalos Executives representing Europe Michael & Tina Tupay 3. Asian Packaging Gallery 4. PDA Europe present to the JPDA

Key Speeches and Presentations

Yoshiharu Fukuhara

Yoshiharu Fukuhara is the Honorary Chairman of Shiseido Co., Ltd. He is currently appointed as Director of the Tokyo Metropolitan Museum of Photography.

Link to Shisheido:

http://www.shiseido.com/

Mr Fukuhara demonstrated how evolution in nature can guide us towards a better understanding of packaging development, therefore yielding more efficient packaging concepts. Packaging design isn’t just a wrapping; it is the holistic expression of a products’ essence.

Tadao Ando

Mr. Ando is one of the great architects of the 20th and 21st centuries. Capable of using fair-faced, precision-cast reinforced-concrete walls to maximum effect, he created a uniquely minimalist modern expression, yielding architecture of very firmly bounded domains.

Mr. Ando explained how architecture in its pure form, is a packaging for the content and the experiences. A house is a package for living; a kimono is a package of femininity. Furthermore, Mr. Ando used numerous examples from his private work, to explain the vital ingredients for developing design solutions. These include amongst others, integrity, knowledge, collaboration, aesthetics, essence and meaning.

As a closing remark and during a very touching moment Mr. Ando talked about his personal goal to deliver a greener world to the young generations. Please follow the link below to learn more and contribute to his dream, which should be embraced by all of us.

Link for Tadao Ando’s project for the sea forest “umi no mori”:

http://www.uminomori.metro.tokyo.jp/index_e.html

Kenji Ekuan

World famous industrial designer. Chairman of “Design of the world” and of the Japan Institute of Design. Designer of the legendary KIKKOMAN Soy Sauce bottle.

Mr Ekuan gave a deeply philosophical speech about beauty and the heart of packaging quoting from Buddhism:

“Everything means one thing and one thing means everything”.

A great truth, expressing the true role of branding and communication.

Rob Wallace

Rob Wallace is the Managing Partner of Wallace Church Inc., a Manhattan based brand identity strategy and package design consultancy. Rob works with some of the world’s most successful brands: Coca Cola, Unilever, Nestle, Procter & Gamble, Kraft, Heinz, Colgate Palmolive.

Mr. Wallace has studied extensively the ROI capacity of branding and design and demonstrated their stunning effect, through real life case studies.

We want to share with you five quotes from his speech:

“Brand design has surpassed Advertising as a primary communications vehicle and has a higher ROI” (Return on Investment).

“Companies with design as their competitive advantage are 24% more profitable”-(Business Week)

http://www.businessweek.com/

“Design is a strategy of growth”-(The Harvard Business Review)

http://hbr.org/

“Brands are experienced visually BEFORE they are experienced in use” (Malcom Gladwell).

http://www.gladwell.com/

“This makes us (branding and packaging designers) Experience Designers.”

Jean Jacques Schaffner

Past PDA president, Jean Jacques Schaffner, held a captivating speech about his research on the vast differences of the European continent design. His research proves, how location, war, climate, religion, politics and cultural interaction, has influenced the packaging design elements and brand architecture we see today on a European level.

Packaging in ASIA

Following the guest speakers, we were enlightened by four presentations about the current trends and developments in Asian packaging. The presidents of the Japanese, Korean, Taiwanese and Chinese Packaging & Design Associations held the speeches, presenting the particularities of each geographical and ethnic area.

Truly, a remarkable experience for international experts in the field of branding and packaging design.

Trends in the World

Conclusive points about the future of packaging, were debated during an international forum panel with representatives of major Asian Packaging Associations, the European Packaging Association and the representatives from the U.S.

The four viable trends surfacing as the strongest are:

Ecological Packaging

Easy-tech packaging

Emotional packaging

e-technology packaging

These trends will be analyzed and discussed further by YALOS BRANDING INTELLIGENCE™, but until then please share your views and opinions.

A scent of  Japan

161 Comments

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