Packaging should follow the product quality, but it can also be nicer and of more quality than the product itself, even if this is not the wisest solution in the long run. One should not exaggerate and make the packaging which would, let’s say, be a small car in the concord packaging. As long as we have average products on the market, packaging will look this way as well. I think that in our country there are a lot of people who can make a good thing but, unfortunately, very few clients who can feel what is good in the world of design today, what is good for our consumers and our market. It seems to me that here we lack business approach to the whole thing, and not philosophical-scientific, and here I speak only about my profession. Development of my profession has started few hundred years ago worldwide and here only recently. We are always late. Anyhow, Western experiences can very easily be implemented here but the problem is that clients often think of themselves as being much smarter and more versed in the matter than people who work for years. We have problem with vanity.

Only in cases when there is mutual understanding between the client and the creative team, when both sides realize that this is a mutual project, and not only “I make you the design and you sell the product”, when they realize that that is a team work, only then will the results be better. Partnership assumes mutual trust, that is, trust in the competence of the other. There is not enough of this here, but I think that it will start to change slowly. There are golden examples like Voda Voda – perfect packaging and water of a very good quality.