Packaging, A Communicative Medium

Functional features and graphic design are essential aspects of food packaging. Communicative requirements often define main features of modern packaging but, at the same time, communication strategies have to take into account technological potentialities of new packaging and the availability of raw materials. Every explicit or hidden feature of food packaging, which is part of the ‘integrated food product’, has to be communicated: ergonomic properties, mechanical strength, chemical properties, environmental sustainability, reusability, dietary advices, possibility of ‘intelligent’ applications with reference to the definition of remaining durability and the assessment of storage conditions, etc. All the above-mentioned factors are undoubtedly useful information to make the user aware, in spite of widespread disinformation