Packaging has to be attractive and goal oriented. No other branch in the wide area of design is more subject to commercial pressures than the design of the packaging. Andrew Doyle (CEO of the English brand identity agency HMI) calls it in an interview with the magazine Rondo the highest form of art in the world of design.

In no other part of daily culture industrial inventiveness and economic dynamism becomes more concrete. The packaged product is the actual medium between producer and consumer. Packaging therefore is something like a mirror to the consumer society.

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