Download The Total Package: The Secret History and Hidden Meanings of Boxes, Bottles, Cans, and Other Persuasive Containers PDF

TitleThe Total Package: The Secret History and Hidden Meanings of Boxes, Bottles, Cans, and Other Persuasive Containers
PublisherBack Bay Books
ISBN 139780316365468
Author
Language
File Size76.3 MB
Total Pages167
Table of Contents
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Document Text Contents
Page 1

"NOTNIIIO LEIS TNAII A CULTURAL HISTORY OF THE AMERICAN CHARACTER, AS
SEEN TNROUON-OR 111-TME METAL, OLASS, AND CARDBOARD CARRIERS THAT
MOST OF US TAIE FOR ORANTEt." - PHILA#ELPHIA INQUIRER

The Secret History and

dden Meanings ol Boxes,

Bottles, Cans, and

,er Persuasive Containers

.. - - . . .. .. . . . ... . -
.; . . - ... . ... . . -. -. - . . . . .. - - . . . - . - -- -. • • • • . -. - -.. -. . .. .. ; - - .. - .. _ . - -. - .
• • • . .. . - - . -. . . - . -... - ... -. • • • • • • • • • • • - = .. .

• • • . . -: .. ~
• • • • ·-~ .._ ~ •• • • • • e ---. -.....
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• • • ,: ... . -,.. .....
:: .... .. ... ... . .. . " • . .. ~ . ... ~.
• • • ... . . ... . :,
"' ' . ' lt • • . , . ,, . . :, , . . ,,
• • (I • • . . . ~ - . ~ .. .. . , "

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• ., '!; ,. . -, --. .. ,._ . ..,.
; •• 4'

• . - .. .. . . - .. -. -. - .
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~ .

Page 2

II

BOSTON PUBLIC LIBRARY
Copley Square

\.



• . • . . ! .
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, :, • • • •• ij . · . .. :>'r•
•••••••• i • • ,_. ..

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t t ' ? ·- • J,. • J •• • , • '\ • !'Iii • • •

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Page 83

With its seals, endor sement s, garlands, and
flowe ry pro se in fine print , the Budweiser
can shows its roots as a Victorian label.

\

The center seal repre sents the contin ent s.

Anheus er-Bu sch was the first brewer to use
th e railroad system and em e rging adve rti sing
medi a to mark et n ationall y. Th e brand iden -

tity easily survived Prohibition.

Like ne arly all beers and soft drinks nowa-
days, Budweiser com es in an aluminum can ,
who se bod y is a single unit , th e top another.

Th e body taper s a bit at the top to save
weight and cos t.

Beer d oes n ' t re quir e a nutriti on label, but

th e heal th warnin gs are print ed in th e co n-

densed , lightf ace type pac kage rs use to dis-
cour age rea din g.

T he ca n is the sa me fro nt and back, which is

com mon in packag ing for beer , cigare ttes ,
gum , cand y, and o th er hab it-driven produ cts.

Recycling is eco no n1ica l for alurninu1n ca ns,

and recyclers like th e m beca u se th ey br ing a
high p rice.

A

C

F

11

Gerhard Me nn en laun ched th e to ile tri es bu sin ess
with an inn ova tive tinpl ate can (A) , with a bab y o n

th e front to attr ac t moth ers, and hin1self on th e cap
to reass ure th e1n. Lyon pi one e red to oth powd er , th en
diver sified int o a tub e (B), whil e Co lga te, th e tub e

pionee r . dispensed too thp aste in ribb on s ( C).

Aeroso ls for too thp as te (D ) didn ' t ca tch on . Curr ent

pa ckages includ e stand -up plastic tub e (E ), Me nta -
dent ' lavish doubl e pump ( F), and T o m 's of Main e's
o ld-fashio ned box and tub e ( G) with its che mica l

anal yses, .. cru elty free" assur ance, and di scussion of
recycled co nt e nt.

D E

. -
11m!1i111 I

o /1326 1200 , ,
'"' , •,cia .. u, ,P:J.._
\WJ •.....~- ...... ~

~,nu1u-1•-,_,.,..._~..,. .... ................. .,, .......

I

Page 84

12



C

D

Mid-nineteenth-century cans were large ly

handmade and often had simple labels (A),

but they oon sported colorfu l picture of

their content (B,C ) . Campbell' · simplified

label (D ), introduced at the turn of the ce n-

tury . emphasized the brand. not the con-
tent . Ca1npbell abandoned the austere red

and white , fir s t for its international lines (E)

and more recently domestically , to compete

with the appeti zing pictures on rival prod-

uct s ( F) . Simple labels now express bare-

bone s economy (G).

Tomato

E

G

WHOLE
KERNEL

CORN

SWEET
PEAS

:::::= NO FRtuS ::=~

YIUowCUNG

SLICED
PEACHES
~!.Oi'TSYRUP

13

Page 166

I \I \\\I\ \\l~~i\lnl 1r11\\f lilmm111 \\111111111
3 9999 03243 086 8

• •
\.

BAKER & TAYLOR '

Page 167

$14.95 II A BACK BAY BOOK!
POPULAR CUL TU RE/ MARKETING / DESIGN

~ WHY are vedka ~1tfle1
mere di1tin1tl11 in
1hap1 and d11i9n than
whi1k1y ~1ttl11?

:) WHICH 1111, i1 m11t
often a111aiated with
ehe1pne11?

I

:) WHAT 1u~tle purp11e
w11 served ~, the flip-
top for the M1rl~or1
cigarette ~ox?

Cover design by Elliott Earls

Aut ho r photograph by Michael Mally

Visit our website at
htt p:// www.littlebrown.com

0897 1445

Prin ted in the U.S.A.

Packages understand us better than we under-
stand packages. Today's marketers know they
have to ' trigger desire instantly-and they do so
visually, creating packages that make all the
right promises, through hidden messages that
play on our deepest fears and desires.

In The Total Package, the renowned design
critic Thomas Hine reveals the sophisticated
ways modern manufacturers appeal to our emo-
tions in order to sell their products . Tracing the
art and science of package design from its
emergence late in the last century to today's
most instantly recognizable brand images, Hine
has written an essential book for students of
popular culture, designers, marketers, and any-
one who goes shopping .

"INFORMATIVE ••• ENTERTAI NI NC .•• A STI IILATI NI
BOOK FOR ANYONE INTERESTEI IN TIIE

WAY WE ARE:' -NEW rotK Tl#E$ BOOK REr/Erl

"THE TOTAL PACKACE HAS TO BE TIE IIILE
OF THE INtUSTRY: EVERYTHING IS THERE, ALL
THE NUANCES. THE BOOK PRESENTS A CLEAR

PICTURE TO BOTH PROFESSIONAL AND LAYMAN."
-PRIMO ANGELI, DESIGNER OF THE 1996

OLYMPIC 9AM ES IN ATLANTA

Thomas Hine writes on design and popular
culture for the New York Times and other publi-
cations. He is the multimedia editor of Bartlett's
Familiar Quotations and the author of Populuxe
and Facing Tomorrow. He lives in Philadelphia .

• • • • • • • • • • • • 0. • . . . . . ,. ••• • • • • . . . -. .. . . - . • •• • • • - . - .
• • • • • • • • • ISBN 0-316-36546-7

• • • •• •• • • • • • • . ,. . . '
• • • • • • • • • • • . . . . ~

• • • . • UJ

• • • • • • • • • • • • • • • • • 8. • I • • • • • • • • • • • • • • • • • • • • • • • • • •• • • • • • • •

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• • • • • ••••

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