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Volumn 12, Issue 1, 1999, Pages 25-43

Cultural forces and commercial constraints: Designing packaging in the twentieth-century United States

Author keywords

Advertising; Business management; Consumer products; Industrial design packaging; United states

Indexed keywords


EID: 63249103318     PISSN: 09524649     EISSN: 17417279     Source Type: Journal    
DOI: 10.1093/jdh/12.1.25     Document Type: Review
Times cited : (12)

References (55)
  • 1
    • 85038660743 scopus 로고    scopus 로고
    • Du Pont Cellophane Company, Meet Mrs. Allen, New York, 1934. This pamphlet is in the collections of the Hagley Museum and Library, as are all other Du Pont-related items cited herein unless otherwise indicated
    • Du Pont Cellophane Company, Meet Mrs. Allen, New York, 1934. This pamphlet is in the collections of the Hagley Museum and Library, as are all other Du Pont-related items cited herein unless otherwise indicated
  • 3
    • 0004159937 scopus 로고
    • Pantheon, New York
    • Susan Strasser, Satisfaction Guaranteed: The Making of the American Mass Market, Pantheon, New York, 1989, is a balanced treatment that recognizes other effects of consumer society, including positive ones, but emphasizes waste and environmental harm. See especially her Chapter 9
    • (1989) Satisfaction Guaranteed: The Making of the American Mass Market
    • Strasser, S.1
  • 6
    • 4243540343 scopus 로고
    • 5th edn., Macmillan, New York Ch. 11
    • Marketing textbooks customarily devote attention to packaging as an element in their overall treatment. See, for example, Joel R. Evans & Barry Berman, Marketing, 5th edn., Macmillan, New York, 1992, Ch. 11
    • (1992) Marketing
    • Evans, J.R.1    Berman, B.2
  • 7
    • 85038659573 scopus 로고    scopus 로고
    • 'Branding and packaging', pp. 302-33. The changes in retailing and consumption are analysed in a number of studies, of which Strasser, op. cit., is particularly noteworthy
    • Branding and packaging , pp. 302-333
  • 8
    • 0003752115 scopus 로고
    • Basic Books, New York
    • See also Richard D. Tedlow, New and Improved: The Story of Mass marketing in America, Basic Books, New York, 1990. British package designer Milner Gray noted that as late as 1900 in Britain 'many classes of goods, including foodstuffs, were still sold loose under very unhygienic conditions
    • (1990) New and Improved: The Story of Mass marketing in America
    • Tedlow, R.D.1
  • 9
    • 85038707955 scopus 로고
    • M. Gray
    • Studio Publications, London
    • It was largely the influence of American industry which changed all this.' Milner Gray, Package Design, Studio Publications, London, 1955, p. 8
    • (1955) Package Design , pp. 8
  • 10
    • 85038701310 scopus 로고    scopus 로고
    • Cleveland, OH Trade Catalog Collection, Hagley Museum and Library
    • A sense of the array of packaging options available as early as about 1905 in the United States can be derived from the Abner Royce Company's Catalogue-Describing and Illustrating the Packages of the Royce Line (Cleveland, OH, n.d.), Trade Catalog Collection, Hagley Museum and Library
    • Catalogue-Describing and Illustrating the Packages of the Royce Line
  • 13
    • 85038790164 scopus 로고    scopus 로고
    • Franken and Larrabee listed twenty-nine types of machinery used in packaging in their 1928 text and described it as a partial listing. They also summarized data from the US Department of Commerce's 1925 Census of Manufactures and several of its subsequent reports on employment and production in establishments making paper boxes and fancy covered metal boxes, tin cans and other tinware, tin and other foils, and glass containers. Franken & Larrabee, op. cit., pp. 283-94
    • Packages That Sell , pp. 283-294
    • Franken, L.1
  • 14
    • 85038748211 scopus 로고    scopus 로고
    • 1929 Breskin, New York
    • The Packaging Catalog, beginning in 1929, listed scores of firms that provided machinery, equipment and supplies used in the packaging industries. Some had been in business for decades, and a few traced their origins back to the era before the Civil War. Packaging Catalog, Breskin, New York, 1929 and following
    • Packaging Catalog
  • 15
    • 63249094170 scopus 로고
    • The packaging associations
    • March
    • Henry J. Howlett, "The packaging associations', Modern Packaging, March 1952, pp. 160-5
    • (1952) Modern Packaging , pp. 160-165
    • Howlett, H.J.1
  • 17
    • 85038710534 scopus 로고    scopus 로고
    • A good example was independent advertising consultant and commercial artist James Harley Nash, whose package for Du Pont's Five Star Antifreeze won the 1936 award for the top design in the American Management Association's Competition for Distinctive Merit in Packaging. Nash began his career in a lithographic establishment, then worked with an art service before running a lithograph brokerage and display service business. Then, before forming his own advertising business, he headed for seven years the Poster, Packaging and Display Department for one of New York's leading advertising agencies, Batten, Barton, Durstine and Osborn. Rice, op. cit., pp. 26-7
    • Packaging Packing & Shipping: A Record of the Subjects as Developed through the American Management Association , pp. 26-27
    • Rice1
  • 19
    • 85040179301 scopus 로고
    • MIT, Cambridge, MA
    • Ben Nash, in the view of design historian Arthur J. Pulos, 'did more than any other designer of his time to turn package design into a profession by fusing technological and merchandising practicalities with aesthetic and psychological values.' By 1935 Nash had thirty designers on his staff in New York City. See Arthur J. Pulos, The American Design Adventure 1940-1975, MIT, Cambridge, MA, 1988, p. 280
    • (1988) The American Design Adventure 1940-1975 , pp. 280
    • Arthur, J.P.1
  • 21
    • 79956416697 scopus 로고
    • Package design
    • March
    • Egmont Arens, 'Package design', Modern Packaging (March, 1952, pp. 152-9, discusses many early package designers. As has often been noted, many of the early designers in the US were born abroad
    • (1952) Modern Packaging , pp. 152-159
    • Arens, E.1
  • 22
    • 85038757601 scopus 로고    scopus 로고
    • On Container Corporation of America, see Pulos, op. cit., pp. 280-3
    • Modern Packaging , pp. 280-283
    • Pulos1
  • 25
    • 85038718969 scopus 로고
    • An opportunity for added candy profit in super markets with holiday promotions
    • Wilmington, DE
    • 'An opportunity for added candy profit in super markets with holiday promotions', Du Pont, Wilmington, DE, 1955
    • (1955) Du Pont
  • 27
    • 79956416662 scopus 로고
    • December
    • Packages and People, 1937-72. The quotation is from p. 19 of the last issue, which appeared in December 1972
    • (1972) Packages and People, 1937-72
  • 28
    • 85038686132 scopus 로고    scopus 로고
    • reprint from Packages and People, Du Pont Film Department collection, Hagley Museum and Library
    • See W. T. Brown & J. L. Jeneman, 'Designing the eye-appealing package, reprint from Packages and People, Du Pont Film Department collection, Hagley Museum and Library
    • Designing the eye-appealing package
    • Brown, W.T.1    Jeneman, J.L.2
  • 30
    • 79956398423 scopus 로고
    • Harper, New York
    • Carroll B. Larrabee, in his How to Package for Profit: A Manual of Packaging, Harper, New York, 1935, criticized 'the artist', who 'has insisted that packaging is purely a matter of design. He has not hesitated to express his withering contempt for the interfering client whose chief fault, it seems, is that he is interested in making money, and the short-sighted maker of materials and printers who, according to the artist, are not capable of translating dreams into printing-ink, cardboard, and tin.' In Larrabee's view, such designers often turned out packages of what he called 'the long-discredited Nude-Descending-a-Staircase school'. See pp. 1-2 of this work
    • (1935) How to Package for Profit: A Manual of Packaging
    • Larrabee, C.B.1
  • 32
  • 33
    • 34249163189 scopus 로고    scopus 로고
    • The science of publicity: An American advertising theory, 1900-1920
    • Ellen Mazur Thomson, '"The science of publicity": an American advertising theory, 1900-1920', Journal of Design History, vol. 9, no. 4, 1996, pp. 253-72 discusses the scientific pretensions of early advertisers
    • (1996) Journal of Design History , vol.9 , Issue.4 , pp. 253-272
    • Thomson, E.M.1
  • 34
    • 85038674536 scopus 로고    scopus 로고
    • Parlin's early declaration of this article of faith is recounted in Nash, op. cit., p. 10
    • Journal of Design History , pp. 10
  • 37
    • 79956413544 scopus 로고
    • Packaging in top-level planning
    • September-October
    • and J. Gordon Lippincott & Walter P. Margulies, 'Packaging in top-level planning', Harvard Business Review, September-October 1956, pp. 46-54
    • (1956) Harvard Business Review , pp. 46-54
    • Lippincott, J.G.1    Margulies, W.P.2
  • 39
    • 0005695133 scopus 로고
    • Wiley, New York
    • This was the aforementioned pamphlet published by the Film Department of Du Pont in 1960, Edmund Faison's Package Research. For a view of packaging research two decades after the Faison piece, see Walter Stern (ed.), Handbook of Package Design Research, Wiley, New York, 1981
    • (1981) Handbook of Package Design Research
    • Stern, W.1
  • 40
    • 85038767924 scopus 로고    scopus 로고
    • DeMirjian's undated memo on design-related research
    • See Charles H. DeMirjian's undated memo on design-related research, DeMirjian Collection
    • DeMirjian Collection
    • Charles, H.1
  • 43
    • 85038655504 scopus 로고    scopus 로고
    • For example, Nash wrote of food packaging that 'the chief consideration was not of the various food products that had to be packaged, distributed, and sold, but of the family dinner table, the pantry and kitchen, and particularly of women's shopping habits.' Cited in Pulos, op. cit, p. 280
    • DeMirjian to the author , pp. 280
    • Pulos1
  • 45
    • 0347071742 scopus 로고    scopus 로고
    • Technology and design: A new agenda
    • April
    • Barry M. Katz, 'Technology and design: a new agenda', Technology and Culture, vol. 38, no. 2, April 1997, pp. 452-66
    • (1997) Technology and Culture , vol.38 , Issue.2 , pp. 452-466
    • Katz, B.M.1
  • 52
    • 0004185440 scopus 로고
    • Pantheon, New York
    • Adrian Forty, particularly in the introduction and the conclusion of Objects of Desire: Design & Society from Wedgwood to IBM, Pantheon, New York, 1986, emphasizes the role of myths in shaping design
    • (1986) Desire: Design & Society from Wedgwood to IBM
    • Forty, A.1
  • 53
    • 85038748407 scopus 로고    scopus 로고
    • 30 May
    • As an exasperated Los Angeles executive in a major advertising firm said, consumers 'are like roaches - you spray them and spray them and they get immune after a while.' The comment from the BBDO executive was quoted in the Wall Street Journal story headlined 'Marketers seek the "naked" truth in consumer psyches', 30 May 1997, p. B1
    • (1997) Marketers seek the naked truth in consumer psyches
  • 54
    • 79956398361 scopus 로고
    • All Consuming Images: The Politics of Style in Contemporary Culture, Basic, New York
    • See, for example, Ewen, op. cit., and the same author's All Consuming Images: The Politics of Style in Contemporary Culture, Basic, New York, 1988
    • (1988) Marketers seek the naked truth in consumer psyches
    • Ewen1


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