Museum of Design and Applied Arts Opens Packaging: Wrapping to Design
March 29, 2009 | Levent OZLER
Packaging is a concept that goes well beyond wrapping.
Even if its ultimate aim remains the protection and transport of its contents, over the course of the decades certain more subtle elements have been added to this list of specifications.
Thus, one can attribute to it six main functions: to contain, transport, preserve, identify the producer, inform about the content and authenticate the origin of the product.
Yet, before everything else, firms seek to put on to the market wrappings or packagings that will encourage the consumer to buy.
It is this particular "design" that interests us in the exhibition staged at the mudac.
Packaging thus plays a role as a showcase, adding short-lived value to an object that makes it stand out among a plethora of stock which can sometimes be intimidating for the customer.
And even if brands know that it will very often end up in the trash can once the sale has been made, they do not hesitate to change the packaging frequently in order to renew interest in a product.
Incidentally, one needs to know that investing money in research into packaging is often less expensive than updating or revising the product itself.
Packaging - Wrapping to Design presents hundreds of objects, for the most part drawn from the contemporary marketplace, local or international.
Multiple comparisons can be made between these objects, whether regarding their use of colour, form and typography or the use of photographs and illustrations.
more: mudac.ch/exhibitions/currently-showing/packaging-e (183)
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