Product packaging has first of all to fulfill functional demands such as structural stability, air-tightness or air-permeability, information requirements and cost effectiveness.
However, it is much more than just a kind of container made of glass, wood oder plastic protecting its contents: it is also the face of the product.
Like the façade of a building, the package gives an impression of what lies behind it.
Packaging is a crucial means to induce a consumer to try a product.
Studies show that it has less than three seconds to grab the attention of the customer.
Along with the classics of the age of mass-consumption, this title presents many examples of innovative contemporary solutions that are on a par with some of the packaging legends like the sculptural shape of a Coca-Cola bottle.
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