A STRONG but subtle idea, three short paragraphs and a striking image have won the Kleenex tissues' packaging design award for local designer Tony Shin Kam-fong. Mr Shin wins $10,000. His design and those of four other prize winners will be on display at shopping centres. If his design meets with consumer approval, it is will be commercially developed and appear on the packaging early next year. The rules of the contest required entrants to submit a short written description as well as a design. The clarity of Mr Shin's entry, and design excellence impressed the panel. His text read: ''The design is a flower made of Kleenex tissues. After photographic adaptations, customers can directly feel the softness and warmth of the product. ''The opening is being placed right in the middle of the flower so that when users take tissues out of the box, they appear to come continuously out of the centre of the flower, hence creating a unity between the box and the product. ''Three boxes constitute a whole flower. Layers of them on shop shelves would give a lot of customer appeal.'' Lau Bing-ying, general manager of the personal care division of Edward Keller Ltd, the Hong Kong distributor for Kleenex, said: ''The judging panel was very impressed with the overall quality of the entries, and it seemed as if many designers found the same idea - using the four seasons to show change against the idea of a consistent product.'' Jocelyn Phi, the division's senior product manager, said: ''It was a way of opening up the design stage to a pool of talent. We were confident that there were many fine young designers in Hong Kong, students, professionals and amateurs, just waiting for the chance to show what they could do.'' The total prize money of $24,000 was in line with other packaging design competitions, but Edward Keller Ltd looked for youth, targeting, in particular, design schools. This clearly worked, since all four other prize winners were aged between 20 and 27.