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Nonverbal packaging

Creativeness out-of-bounds, a furious interplay of colours and shapes, exploding into brainchildren and fetching ideas of a genius, eventually converging on a perfect solution.

This is how the process of development of a packaging design might be seen by the uninitiated. Mr Albrecht Bialas, however, merely refers to what he calls ?rank order` to oppose such inspirational flights of fancy of an artist. - First, and in close co-operation with a customer, one has to sort the wheat from the chaff. To begin with we set up a genuine ?packaging architecture - he says.

This is how the co-owner of Bialas Runge Kuschel markendesign, rather prosaically explains his approach. In an ideal situation, their efforts are crowned by a type of packaging that really scores on the market.

The team from Bialas Runge Kuschel markendesign successfully developed and implemented non-verbal packaging for the Leifheit domestic appliances company and three of its product ranges (dryers, ironing boards and rotary clothes dryers).

First, bridles had to be put on the winged horse of the Leifheit company. "Pegasus", a clothes dryer product line in four different versions, was to receive its informative design with non-verbal packaging. "Easyhang", an innovative clothes dryer, and a new product of the company, presented particular challenges. Not only was it intended to catch customers` eyes because of its packaging, but it should also communicate its special advantages, i.e., a new process of hanging washing to dry. This information was to be communicated internationally and without the use of language. Figuratively speaking, the designer team chose pictogrammes to put the bridles on Pegasus.

Such small images in colour describe product advantages. Special features may be brought out by enlarging certain elements, stressing their importance. All relevant elements were put in yellow. When consumers were polled they felt that this colour was equated with cleanliness and the sun. "Pictos" were rapidly found to be successful. "Our images for about 30 terms, such as the light structure and stability for ironing boards scored recognition rates already ranging from 70 to 90 per cent in unsupported tests - Bialas said. - Afterwards we were able to focus on specific details for improvement.