Packaging
More than other disciplines, packaging is intimately tied with the general consumer because it occupies almost every moment of everyone's day. It manifests in the endless array of products people purchase or use from shampoo bottles to milk cartons, paint buckets, soda cans-every conceivable item available for consumption. At its widest application, packaging serves to unify large families of products, abiding by strict legal requirements through consistent visual systems that allow variety (different
sizes, flavors, quantities, etc.) and create unique and recognizable presence on store shelves across regions and even countries. Packaging can also serve smaller stores or boutiques through limited-distribution products offering a differentiating identity. Regardless of the volume or reach of any given product, packaging offers the possibility to enrich each design through the use of different materials, finishes, and production techniques that interact with the three-dimensional presence of the product. The challenge of packaging, to persuade the consumer to pick the product it embodies over another or a dozen others, is its driving force.