Messe Interpack Trade Fair 2008 / part2

Here is the coolest logo I've seen at the Interpack. A cube with great use of typography and using the word packaging. There were actually more bad logo's than good ones out there. The worst one was a company that was actually named Logo. Also the Turkish section all had the same logo one each stand which wasn't really that smart because you did not see the identity of their companies self but just the same Turkey logo.
Also something to remember packaging is not always about food and drinks but also allot of other things you might forget like medical products which need very sterile while using and storage.

Here above are few different stands, first left is a fully automated transport system with allot of high tech robotics. The things like automated transport lifters which are programmed to ride a certain path and pick up things on the way and transport them to an other location. Middle is simple stand showing bottles in different colors. Right is a stand showing ecologic blister packs, however I am not really fan of the
Here is an attempt to make a small panorama of a very long stretched wall with allot of know shaped bottles but in with out any graphics or colors. In the middle is one very well know if you see or spot it is the sauce bottle of Maggi.
This was also one of the most eye catching stand with allot of bottles shown and great lighting.

Also their floor was specially decorated showing a bit of the process of making the bottles. Also few glows with few bottles and what they could contain.

I found this small stand which have a specialty in making pet bottles and cans. As you can see plastic is very versatile and can be molded in any shapes and size.

This makes it possible that cans can have a own identity in shapes. And to have more difficult shapes than having just a standard shape like normal and have different graphics. Also they have shown that they could place objects inside these cans like toys or different things you normally do not aspect to be packed like that.

Review / Nescafé Xpress

Nescafé Xpress Ice Coffee only available in Germany and the United Kingdom. My favorite drink directly cause I already drink the Nescafé ice coffee in Hong Kong which exist for a quite while already. And now it's finally coming to the rest of the world. I really like ice coffee and it just taste great and nice to drink when the weather is warm instead of drinking hot coffee with a warm weather.

Some people think cold coffee is a wrong concept or disgusting when they think about it, but mostly they are people who have not drank Nescafé ice coffee yet and had drunk ice coffee from some cheap brand. I am really someone who want to promote ice coffee into the world.

The bottle uses a shrink warp to color the bottle. The shrink wrap is transparent and it have a base printed with silver first on the shrink wrap, to give that metallic brown effect. And then printed with white, brown, black, red and blue.

Review / Coca-Cola light Plus Green Tea

The new Coca-Cola Plus Green Tea. The design like the Plus I bought in Belgium but green and with less sunny. However the normal plus design on the can looks better than the plus design on the bottle. Not sure why but they are still using the old Coca-Cola pet bottles in Germany while in the Netherlands they have the new pet shape bottles, but not the new beverages.

The label is not a plastic foil but it is two sticker labels. One is the front with the graphics and the logo and one for the back with the informations. Both glued on the pet bottle. The paper is white and printed with the colors silver, black, green and red. The backside label is only printed with the colors red, silver and black.

The taste is very faint, I just can't seem to taste it. It got a high amount of carbon dioxide , bit too much for my liking. Even don't taste much when I have shaken all the carbon out of it.

Review / Coca-Cola Light

I promised to buy the new Coca-Cola can in Germany which is reclosable, but I have searched all over Düsseldorf and could not find any cans that was reclosable, only found that Coca-Cola have reshaped their cans to the longer can shape with 33ml like the Coca-Cola Plus I bought in Belgium. The longer slimmer shapes make it easier to hold than the wider shape. So people or children with small hands could hold it easier. It could be me but I just can't find any recloseable ones, or they are selling it somewhere else.

The new color design looks quite good compared to the previous Coca-Cola Light with less standard design between all the cans. The swirls are quite good and the logo is showed on one side with the other side for the informations. The silver here is actually the aluminum and not silver painted like the Coca-Cola plus.

Only thing is might be just that I bought one with a miss production because if you look at the top the opening is on the wrong side. Because when you hold the can and want to show the logo on the other side from where you hold it. You can't drink it correct because it is on the other side.

Messe Interpack Trade Fair 2008 / part1

Yesterday I went to the Messe Interpack Trade Fair in Düsseldorf. I went quite early, I took the train from 5:44 from where I live and went to Rotterdam, than I took the Intercity to Utrecht and from they I stepped over to the ICE train which was a very fast bullet train. The journey took overall about 3 hours and was in Germany around 9 o'clock. When I arrived at the train station in Düsseldorf I actually aspected it would had looked more high tech, but it was a pretty old train station. In the station I bought the entry ticket to the trade fair which was also a ticket so I could ride with the public transport. From there I took the Subway/Tram to the trade fair, they had all kinds of sign put up to show which subway went to the Messe.
Click this link to read the rest of the post... The service they provided was particularly good because the subway / tram goes to the entrance and did not have to walk far to go to the Messe. Last time in 2005 I went to the Messe with a rented bus which took much longer to go to the trade fair and also we had to park very far outside and wait for the shuttle bus to get to the entrance.
This year the Messe is less about the production machines for packaging. Because there was less giant machines which you could walk through to see the process how they actually made the packing from plastic grain to the final packaging. Almost everything was prefabricated and there were allot of circulating machine which only show how things were moved and not much how they are made. Also far less goodies to hunt this time and making photo of even a overall shot or already made packaging were on allot of places prohibited. However I still made some pictures at places where I could.What was fairly odd during the trade fair was that allot of the companies showed famous brands making it very suspicious of if they truly did or did not make those packages or partial of the packages for them.

What also interested me was the design of each of the stands. There are some that are plain and simple but others are quite special and eye catching. Here above you see some of them left are pillars that are actually all from stacked pieces of cardboards the different colors are from different types of cardboards. And middle is a kind of mobile with pieces of cardboard hanging from pieces of ropes. Top they are just sheets and bottom they are packaging boxes. And on the right is a spiral with their packages places on, this one is particularly nice done and there were also few other companies that had used that on the fair.

The first cool packaging I found is this the NOA Perle from Cacharel box. It a very cool holographic print on the box. I am not sure how it is done but you can clearly see a chrome globe inside the box while the box is empty, so it is not a transparent box with a chrome globe in it.

The second cool packaging is a quite innovative change to the boxes that you use around a tube. This box have less trapped air inside the box and give more space while transporting. It got a plat top with a squared bottom. It's also one of the contestants of the IF design awards for packaging.

Too bad I couldn't photograph any of the machine up close of film them cause I could do some cool "how it's made" version to show how the machines fold the packages or how some of them are made.

Review / Pastic chewing gum packaging

Since few years ago there have been a sudden increase in plastic packaging for chewing gums. Also a sudden increase of the amount of gums per package too. There are more than the packages than shown above, because there is also from Sportlife and Xylifresh which have both the same package company. But those design is quite odd compared with these, they actually provide extra paper in them to spit your gum into which make them quite expensive. The bright idea on these packages was that people would buy them to put in their cars, bags or at home, but not really for keeping it with you in your pants. Only the Mentos blast is one that is special made for keeping it in your pants.
All these packages are made with the material PP / polypropylene, only the plastic bag is from other material but can't really find it. But the plastic bag design is not that new actually Airwaves and few other brands already used them for years. However all these new packages are made from recycled PP, but plastic isn't really that great for the environment.

And also you are actually paying more for the packages than for the chewing gum with the PP made packaging. Because they cost all around 3 to 4 euro for a pack of chewing gum with 50 to 70 gums while the plastic bag packaging cost about 1 to 2 euro while you get from 30 to 50 gums.

So why are these plastic packages made while allot of things are against the odds. They are mostly made to create a own identity so people recognize what brand the package is from a distance without seeing the logo's or names. Plastic are easily to mold into a shape that is different than others. We already know normal chewing gums packaging they all have an own identity in the packaging. Sportlife uses strips of chewing gums and Stimerol uses a paper wrapped around the chewing gums. So they want to set the trend further into the new packages. You can actually see the difference the Mentos is a cilinder shape, Stimerol a globe and Sportlife got a cube and tooth shape.
However I think these are bit over the top, because chewing gums really don't need these kind of protection. It's like putting a plastic box around a potato chips and making it cost much more than normal while a simple bag is good in of. While Mentos and Stimerol use simple packaging for small packages using paper with a foil wrapped around them which doesn't really give much protection. But they are environmentally great because paper is easily biodegradable.

So what is the best packaging or the ideal packaging. My ideal for a more sustainable packaging is that they would use the bag with a zipper closing design. However not using plastic for the bag but paper with a protective foil sprayed on the inside, like some of the paper potato chips bags. Or biodegradable plastic. And also they can make those bags in different shapes and different sizes. These packages will have a low cost plus a low pollution value.

Review / Squared can bottle

A squared can bottle by Albert Heijn. Squared metal / aluminum cans are not that new actually, there are beef or meat that are packed in squared cans. However this packaging have a great use of sustainability because it uses more of the space that is putted, normally between round bottle designs there are allot of open spaces between the bottles making it use less of the space it is given. So when transporting these bottles they use less space then normal, so they can transport more per truck making less trips to transport them.

Only thing I am worried about is that they used steel, but there are actually no recycle icons on the package that it is using recycled material to produce this bottle or that the materials used on this package is recyclable.

Under the cap there is a pull tab that you need to pull out so that you can pour out the syrup. However the material they used were not good calculated because the thing you needed to pull at broke fairly easily, and had to break it open with a knife. I wish they search an easier way to seal of that opening than that.

This lemonade syrup is actually a light which contains 46% less sugars than the normal syrup. And you can see that when you pour is out into a cup the syrup is very watery and not thick at all. But it still taste very good and just the correct amount of sweetness needed.

Close up of fowers

Here are a few picture of flowers I took with super macro and hold them up in front of my camera. It would be impossible to take a picture of them just trying to lie on the ground and it's less dirty than that. Use places with a wide open area so you wont be standing in any shadow and get good lighting. To catch the blue sky you either use a fast shutter time or small aperture. Also the small aperture will cause the background to blur more. So choose a correct aperture so you only blur the background and not the flower and use a shutter time that make you have the correct lighting time.
Try various position instead of trying to get one side , cause I never though the backside of this flower would look that good giving the feeling it is looking at the sky. Cause I though trying to photograph just the front of the flower would give the best result.Shooting sometime outside is not always that easy one moment it's sunny the other moment it is all clouded. Preferred days to shoot is when it's open sky with no cloud or little clouds.
Somehow I prefer the picture with sky only instead of parts of buildings.

Review / Mentos Cube

A chewing gum I found in Belgium and today also is in the stores in the Netherlands. It's soft chewing that looks bit like a small marshmallow covered with sugar. It's a very sweet and delicious chewing gum, but it feels like it is really bad for your teeth. And there are no ads yet seen on tv so also a first here.

The packaging is a polypropylene box with holographic sticker sheet with printed graphics on it. The lid of the box actually opens to fast and too easy, cause I had spilled allot of them in my bag. It got a self locking that doesn't really work. The package really uses allot of Eurostile font in the design. However the chewing gum stuck in a ice cube is kind of odd. Because I first though they would look like that instead of only the thing inside of the ice cube. Plus the shewing gum is more sweet then ice cold.

I am not sure why this trend happened, since about 2006 I saw new plastic polypropylene or other plastic arriving on to the markets. I think the first was actually Airwaves which had it way before 2006, but since 2006 other companies followed using plastic packaging to protect they chewing gum and to store more than normal. On many chewing gums the plastic packaging is not needed, but this one does because these are softer chewing gum than normal. And they also have a sugar or flavor powder which need to stay in the packaging. I will soon post a new design for which should be best packaging for chewing gums and which is better for sustainability than plastic boxes like this.

Review / Elsdorfer Coffee and Milk

Today I found an odd packaging in a supermarket. The Elsdorfer coffee and milk is an ice coffee which is packaged in a bottle with a foil bottom. So why is that packaging wierd. It's odd because of the foil bottom and because under the cap itself is also a foil. The foil on the bottom is actually making the package very vulnerable to sharp object that can easily pierce through it, I could actually pierce open the bottom with my hands so it doesn't really protect it that much.

For what I can see is that they use this process so they can fill it up from the bottom, but they could had filled it from the top instead and use a bottle with a normal closed plastic bottom. Because I can see that this package cost more because of the odd bottom. They need to use more machines to produce this bottle and use more different materials. And the graphics are not directly printed, so that is not why they would use this design because it's just a shrink wrap. Also you can't easily remove the foil on the bottom, you can pierce it with something, but you might spill some by doing that. Maybe it's an idea to be possible to open the bottom so you can think it like from a cup instead of the small hole on top. And if you have noticed they did a big no no, they put the barcode on the bottom instead of on one of the sides.

The taste isn't really that great compared with the Nestle Nescafe that I drunk in Hong Kong. Also it's very thick coffee. On the info it says it got the double strength of the normal coffee.

Maybe an idea for drinks or beverage companies this is a bad everyday bottle packaging. Unless you want to make it possible to make a Popsicle from your favorite beverage. If you know Danone yogurt desert for children they had a great package design, a simple plastic cup with and foil that sealed the desert. But the desert is not only just normal yogurt, they actually provide a stick which you can stick through the foil and put it into a freezer. Then you will automatically change your yogurt into a yogurt popsicle.

How it's made / Plastic Bags

Here is a video showing you how plastic bags are made. I actually saw a bag making machine in real life few years back at Interpack. I first though they were blowing up a balloon if you never heard of the process or seen the machine. But later walked through the process and saw how plastic granuals become bags. The video show all the processes and even how they are printed. Plastic bags are also something packaging designers should look at. You might think graphical designers can color them just in and nothing else. But often allot of products inside a packaging box are also sealed with a bag and then put into a box.

Plastic bags are not really that environmentally good. Those plastic doesn't break down that easily and thrown into the open nature they are very bad for the nature and animals. However there are new plastic kinds on the way which does break down and can be use as fertilizers. There are allot of new biodegradable plastic coming made out of corn, soybeans or even potato's. A very new one is made from chicken feathers or actually the substance keratin which is also same as hair. It actually great that we could make almost 100% use of a chicken, so it's less spillage and can have more use.

Credits: Iambisu for uploading to Youtube

Action / Available

This is an assignment for school, where I had to build a website totally out of letters and no real graphics. I was actually playing around with different letters and mixed them together and found a cool smiley using the T and C. And the first word that came to my mind with C and T was action, so I choose action. The smiley really makes the logo fun and happy and could be used as a single icon. Using simple combinations making sure a good feeling.

For the website I choose a clean and simple look. With the main icon repeating in the design. I have chosen for a orange line because orange is the color of joy which fits good with the logo. And chosen gray for overall to loosen the black white contrast. Because black white might be very good readable but it's hard for your eyes looking and very dark and very light contrast. I used a simple top menu and above the icon there is an open space for sub menu's.

Conclusion a good assignment and learn a trick with playing around with letters. I was actually thinking of using the kind of kindle packaging design, with the letters flowing in a swirl. But found this cool smile in the end.

Inspired / Searchme

I found this very cool website that actually makes it look more like the Vista interface. They are currently working on the beta but it's already very cool. Change your way of searching on the internet. Its a great interface and website for a search engine. Go to their website Searchme.com and experience the new way of searching online.

Review / Lipton Ice Tea aluminum bottle

I was tipped by my sister that an aluminum Lipton Ice Tea appeared in a store called Xenos and she bought one for me too. I also went on search on the Internet for pictures are any news post about this new bottle, but there is absolutely nothing about this. And I am probably the first person to write about it and putting picture of it online. And it seem this design was specially made for the Dutch audience and use the Xenos store as a test ground. And also saw the store had more test product because I saw allot of things including candy and other things that were tested if people would buy it. I saw Mentos with special flavors but the packaging were from Japan, so I directly saw it was a test ground to see if this taste would be bought by the costumers of non Asian grounds.

The new packaging is from 100% fully recyclable aluminum, it uses a crown cork cap so a bottle opener is required if you want to open this bottle. In this aluminum bottle first only 33cl of ice tea and not 50cl like normal PET bottles. The bottle is made with a pretty hard thick aluminum, you can't actually squash this bottle like a normal can. This might be something they should look at, trying to use less thick aluminum instead and lowering the cost. Also change the crown cork to a twist so it would be recloseable and easier top open without a tool.

The graphic design is quite good, using a halftone background and using different overlapping geometric shapes. The silver is from the aluminum self and is not sprayed. And the an outline of the Lipton Ice Tea glass shape with the logo inside it. Only thing what is not that good, is that the clear coat wasn't sprayed over the whole bottle. If you look at the pictures the neck of the bottle is mat while the rest is shiny. The are actually 5 colors inks used plus extra clear coat. The background a transparent yellow. For few background parts, logo and the glass a solid white. Solid green and red for the logo. And solid blue for the information text, barcode and logo. They actually applied the colors in few stages if you look carefully at it. First the prefabricate the bottle is printed with an offset with yellow, white and red for the background. When that was done they blow molded it, not really sure of that but it's possible. And after it's molded the a bottle shape it with be printed on again, but this time the detailed stuff like the text and logo's. And when that was done they finished it with a clear coating to make it all shiny.

The bottle actually give a bit of metal taste actually if you want to drink directly out of the bottle. I recommend using a cup or a glass to pour it in first and drink from that. The only produced this packaging for the sparkling ice tea so it's better to have it chilled before drinking it. Cause I opened one without chilling it and it taste not that good.

Update
A rectification of the post, because I found some more information about this bottle. The first post of it was actually already online one year ago. The bottle is actually specially made for horeca uses and not for actually selling in stores, so I am not sure what happened. They also were announce to be available in half of April, but the bottles I bought had an expiration date of 05-2008 so these bottles were actually close to expiring this year. So they were actually bottles made in 2007 because normally the expiration date of these kind drink are about 1 year. Or these were unsold to the horeca and flunked or the first batch they forgot in the back of the storage and tried a test in a store. Also something interesting is there is a commercial made by ON that I have not seen on TV actually. The commercial look pretty sleek but it doesn't really show too much of the bottle. It only show bunch of people holding the a bottle and only see them as shadow figures. Watch the vid and see it for yourself. Click this link to see the video.

Inspired / Re-packaging McDonald's

This video shows a bit how a company re-design a packaging with doing great research adding subtle changes to improve the original design.

Credits to: The One Centre

Review / Recloseable cans

I've read an article about it about half year ago which the teacher showed at school. This new design shows a new kind of cap on the aluminum cans, which can be reclosed to avoid flattening soda's or spillage. There have been allot of designs over the couple of years with the same idea to avoid flattening. But many designs uses a extra thing you need to carry around extra to attached to the cans. But this new can is designed by a Dutch company 4Sight Innovations which is stated in Alkmaar. And the first company to produce them is Ball Packaging which aims for producing cans for different beverage. You can find the new Coca-Cola energy drink Burn with the new can in France. And also Coca-Cola's regular Coke have also gotten the new cans but it's only available in Germany.

The test area is in Europe instead of the big and most soda pop drinking culture in America, it's because the people in America are most likely to drink up a cans in one time instead of keeping it later to take another sip. However I don't really understand why they added it to Burn because it's an energy drink which most people drink up at once to have energy to sport or do other things. But I would have thought they would produce on Coca-Cola Light first because the ladies would rather take small sips and not drink it in one time. And also they buy bottles faster than a can because know they are recloseable and are handier to use.

I can see it easily become a standard and become a competition against the PET bottles, because mostly people nowadays buy the bottles because they are easy reclosable. But also when you look at the materials its made out of the cans is much better for the evironment. Because the aluminum cans are 100% recycleable and can be subtracted from the other garbage unlike the plastic PET bottles that come in the normal garbage. And maybe a 500ml cans to replace the bottles with this new design.

However I haven't gotten one in hand yet at the end of this moth I will be going to Interpack Trade Fair in Germany to see what kind of new packaging development there is and also look if I can find some cool stuff when I want into a supermarket there.

Credits to: Trendshunter and Package Design Magazine

Inspired / Desktopia

Get inspired with this neat software Desktopia which changes your desktop background in the time that you want. It automatically changes to the designs that are features in the categories that you like. And if you found one you really like you can press pause to keep that design. There are allot of very nice desktop background design that can inspire you further in your work, or you can inspire other or get noticed with your designs, and send/upload your own designed backgrounds to Desktopia. Desktopia is purpose made for Mac user but now they have a beta running for people who owns a PC. For more information visit their website Desktopia.com

Point of views

Many of you out there might already learned what point of view stand for and how it works. But viewing things from a different perspective is a great tool to use, however many new designers don't really get this point. In this post I will make a few examples that will teach you what to look at when you design things and what to look for in different situations.

So why would you not look at things from your own perspective but with an other? Mostly because you don't know or you are unfamiliar with the company you design things for. You might know things would look good that way or know whats the latest trends, but they often don't work well when the costumers look at it.

The costumers perspective or point of view is the best too look at, because in the end it's the costumers choice to go the that company to buy or use their service. But you don't know the costumers and can't talk with them so how do you design things without talking with the costumers. This point is researching the background of the company if they are totally new to the market or already exist for several years with allot of returning costumers. Also you need to look at what is the main purpose of the company, because a packaging company, packaging consultancy and packaging design company are all different with the main purpose packaging. But they all make or do different things from each other. Now I will explain each with a clear example how to design or look at things you design. Click this link to read the rest of the post...

New to the market
Total new companies often still need to set their feet in the markets and have to have a design that will make them stand firm on the ground so people easily can recognize them. Mostly new companies you can design anything you want because there are no real limitations to it. However there is one vital point you need to look at. Because you are new to the market, you are also new to the costumers. Because you are new, you won't have much returning costumers and have to become more new costumers and get well known. Because of this point you need to design things in a special way instead of getting all loose with the newest hype in design without looking at it. For new companies it is advisable to implement their products a bit in the logo to show what they are selling, however it is not always needed though if their name already represent something they sell. What also something you need to do is to satisfy the costumers that the company is good and is secure to use their service even when they don't know the company that well. So don't scare them off with design that are too far fetched from the service or products. Also readability and easy to remember is something you need to think of too, because new costumers could not know what logo is spelled if you used odd inter connecting typefaces. And interconnecting initials or just initials logo's you really need to be careful that is shows the correct things and not something else.

Steady going company with allot of returning costumers

You might also think they want a total redesign to change their imago and make the logo with the latest trends and design but it won't work good though. However I have seen this gone wrong with big companies already few times last year. The companies directors might think they need a total redesign but you really need to ask what the costumers thinks first. Because the company is well know you can't just change the logo just from one moment to another. You might think why not? Because costumers might not know you only changed the logo they might think it is a total different company. Their is also something called nostalgic value, the logo could be also that old that it is totally excepted and fine with the costumers. When that happens you only have to update logo keeping the well know features but using the latest techniques and trends. picture credit to Gemssty.com

What would you think would happen if KFC ditches Colonel Sanders because the company think that is old looking and not really attracting youngster that want too look at a younger character instead. But the Colonel is quite nostalgic for the company so they only had to update the design once in a while keeping the well known Colonel in the picture with the latest trend in logo's. They reshaped the design making it more simple than the original.

Conclusion
I hope with all this you all learned looking from a different point would be much better then always looking it from your own perspective. You actually need to learn yourself too from through the eyes a costumer. However it is easier said than done, the other way is to use a field test to see what people besides yourself think of it. This is not only on logo's but also other designs like a package design need to be easy open without having to read a full manual to open it. But some package design even that are out there on the shelf have or need a manual to learn the costumers how to open them. And like in the barcode post I said you can also look at the P.O.V. of the people selling it to make it easier to sell. But you actually need to look at the overall P.O.V. and look at all the people who got to do with the products from begin of making the product to end of the costumer using the product to see what need to be done to make it easier and clear for every one on different aspects. Their are actually so many facts and point you can look at to make everything run smoother also in a company. But in graphics design it's most just the satisfying the costumers feeling and needs.

Barcodes

Last time I posted about QR code but now for the normal barcodes. Normally when we look at them we know it's an important part of the buying procedure. Cause the cashier need to scan it to know what it cost. Only thing normal costumers look at them if they are not damaged, so we don't have to wait for someone to fetch one with a scan able barcode. We all know them ass dull stripes with few numbers or letters under them. But lately there seem to be more fun and design added to them. Some of you might have seen these mostly around Japan, but also on some magazines in the UK. For packaging designers this might be something we want to look at, to even ad more graphic design to the packaging. I think eventually we could even make this a standard to make them to flow with the rest of the design of the packaging. However we must not make it to disappear, making it much to hard for the cashier to find the barcode. But however the numbers do really reveal where the barcodes are, if you make them blend in to much with the other graphics. I might make something with this very soon showing how you could also import the barcodes with the rest of the design, instead of adding design to the barcodes.

For more pictures of barcode designs check these links:
Design Barcode
Mag Culture
Barcode Revolutions
Dark Roasted Blend

Different point of view
From a cashier point of view, you need to place them most avious places, where they know where to find it. I know I've been a cashier at a mega store for a few years. And I also know allot of designers dislike the looks of them. But I don't think it's always the best to put the barcodes on the bottom of the boxes or at places where they don't disturb the design of the rest of the graphics. But best packages don't have the barcodes on the bottom but more on the back, front or sides of the boxes, because the costumers always want to hold the product straight up with the bottom down. This means when the barcode is on the bottom the cashier need to tilt the box to scan it instead of just shoving in front of the scanner. And you might scare the costumer with rolling over a box of cakes with a nice topping, to scan a code that you can find on the bottom.