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 & Labelled Two! 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!" reaction. Another direction is
down-to-earth rather than in-your-face packaging, including unostentatious
solutions made of recycled paper that play up a product´s connection to nature.
On the other end of the design spectrum, there is also packaging that gives a
product a distinct look and feel through a very playful use of graphic design,
patterns, and illustration.
Because our relationship to food products has changed so drastically in the
last few years, especially in regard to the importance we place on the source
and quality of ingredients, the majority of the examples in Boxed &
Labelled Two! are food-related. But other examples from a wide spectrum of
products also highlight the traits that distinguish those on the cutting edge of
the evolution in packaging concepts.
Although the work in Boxed & Labelled Two! ranges from
minimalistic to whimsical, from clear-cut to ambiguous, all of the featured
examples deliver their own unique brand values and experiences. With its
inspiring and entertaining selection of products that stand apart in the
competitive marketplace, this book is a compelling exploration of the
communication power of state-of-the-art packaging design today.
