The third dimension

Structural design (3D) is as important as graphic design in today's packaging. Lianne van den Berg-Weitzel and Gaston van de Laar, from Claessens Product Consultants, describe research to investigate the role of bottle shape in drinks marketing, illustrated by a Bols Vodka case study.

The third dimension

Lianne van den Berg-Weitzel and Gaston van de Laar

3D is hot. While the development of packaging used to focus primarily on graphic design, in recent years a redesign with no consideration given to structural design would be almost unthinkable...