Graphics Programs Reference
In-Depth Information
Daniel Kwintner is a designer from Belgium who works for a design firm called IDA here in Osaka. Daniel's
design work recently helped his firm win an award for a package design they did for a condom manufacturer in
Japan. By creating a completely new design that targeted young women rather than men, they helped their
client more than double their sales.
The new designs (at left) are very different from the old designs, which lacked a concept and were very drab,
boring, and “mediciney.” The old design was quite symmetrical, usual, and dull. Note the asymmetrical design
and white space and how the implied lines of the butterflies lead the eye to the center brand name—this is
where they want the eye to go. The simple, attractive design brings you in, but once you have it in your hand you
can then turn it over to get all the details as needed. Simplification is also about moving things away, such as
removing detailed information (which becomes clutter) from the front of the package and moving it to the back.
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