Год выпуска: 2011 Автор: R. Klanten, M. Hubner Издательство: Gestalten Verlag Страниц: 224 ISBN: 9783899553789, 978-3-89955-378-9
Описание
The suggestive power of packaging as a communication tool. Packaging is the face of a product. Packaging not only gives a product its visual identity, but it can also determine where that product is placed on a crowded store shelf and can be the crucial factor in determining our decision to buy. Over the last few years, however, the understanding of the role of packaging has changed. In the past, packaging was thought of as an extension of the product's print advertising campaign--as a mere projection screen for established logos and brand messages. Today, packaging is considered to be a self-contained facet of an overall communication concept. Boxed and Labelled 2 documents the main strategic directions that exist in current packaging design - all of which address a longing for "truthfulness." One of these directions is an increased tendency to emphasize the tried and true values of a product, for example, with a retro look that aims for an "Ah, just like grandma used to make!"...
