Understanding beats instant gratification

I write to compliment Mark Wickens on his insightful article on packaging in your tenth anniversary supplement (DW 11 October). He makes many points that are worthy of debate, but I feel there is one significant omission from his thoughts of how our clients’ changing world is changing ours.

One of the key effects of brand owners’ closer budget awareness and commercial pressures is their need for great client service. This means design consultancies which understand the full extent of the clients’ requirements and are able to deliver great creative work as well as having the technical excellence and commitment to follow through.

Maybe that is why one of his clients has the frustration of needing to send his, no doubt, very sexy “front of pack” to another design group to complete.

Sex is great, but most mature people find sex in an understanding and long-term relationship more rewarding.

Hugo Brooks

International Design Logic

London SW14