Packaging Design: Social Trends and Brand Design

This article discusses in considerable depth the question of whether pack design reflects changes in society.

Packaging Design

Social Trends and Brand Design

Gaston van de Laar, Claessens andLonneke van de Pas, Nijmegen University.

Modern society is far from static. The relationships that define modern society, and the significance given to those relationships, are subject to continuous change. Changes in society are usually expressed in terms of trends. For marketers, knowledge of these trends is essential to making decisions about new products and brand communication. Trend analyses are, therefore, used to try to produce a picture of the near future. It is difficult, however, to assign a predictive value to...

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