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Selling the silent salesman: Irv Koons and mid-twentieth century packaging design.

机译:推销沉默的推销员:Irv Koons和20世纪中叶的包装设计。

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摘要

Modern consumer packaging fulfills many roles, from protecting goods to advertising products to consumers, to conveniently dispensing liquids and powders. A field of packaging design specialists arose in the mid-twentieth century, creating complex objects designed to suit these purposes. Distinguishing their work from advertising and engineering, packaging designers developed an expertise in both the visual and functional aspects of packaging. They promoted their specialty by emphasizing their multifaceted knowledge of production, marketing, and consumer habits. By the late 1940s, design firms dedicated to the problems of packaging had emerged, and designers debated packaging issues in trade publications and organizations like the Package Designers Council.As packaging became a more prominent specialty from the 1950s through the 1970s, the design press began to evaluate packaging in terms of the reigning ideologies of functionalist modernism. Though critics questioned whether the market-driven graphics of packages could transcend their commercial origins, packaging designers actively defended their field, arguing that successful designs fulfilled their function by appealing to consumer sensibilities. Successful designs continued to sell in the home, where designers argued that attractive packages with well-conceived features would encourage consumers to purchase them again. Package designers presented themselves as the advocates for their imagined audience of sophisticated female shoppers who understood and insisted on quality designs and features.This thesis approaches the package design field through the work of Irvin Koons, whose firm, Irv Koons Associates, created consumer packages from the early 1950s until the late 1980s. An active member of the Package Designers Council, Koons promoted his field through his work, writing, and professional seminars. Using case studies from AbbottsRTM Old Philadelphia Ice Cream, American Can's DixieRTM Products, and Scott Paper's ScottiesRTM Tissues, this thesis examines how Koons balanced the concerns of design ideals, retail practicalities, and consumer desires in his packaging design practice.
机译:从保护商品到向消费者提供广告产品,再到方便地分配液体和粉末,现代消费者包装起着许多作用。包装设计专家的领域兴起于二十世纪中叶,创造了满足这些目的的复杂对象。包装设计人员将他们的工作与广告和工程技术区分开来,在包装的视觉和功能方面都积累了专业知识。他们通过强调生产,营销和消费者习惯的多方面知识来提升自己的专业。到1940年代后期,致力于包装问题的设计公司应运而生,设计师在诸如贸易商和包装设计者理事会这样的组织中对包装问题进行了辩论。随着包装从1950年代到1970年代成为更加突出的专业,设计出版社开始成立根据功能主义现代主义的统治意识来评估包装。尽管批评者质疑包装纸的市场驱动图形是否可以超越其商业起源,但包装设计师积极捍卫其领域,认为成功的设计可以通过吸引消费者的敏感性来实现其功能。成功的设计继续在家庭中销售,设计师认为具有诱人功能且构思周到的包装将鼓励消费者再次购买。包装设计师以自己的想象者为拥护者,他们是想象中的,理解并坚持高质量设计和功能的成熟女性购物者的受众。本文通过Irvin Koons的工作进入包装设计领域,Irvin Koons的公司Irv Koons Associates从1950年代初至1980年代后期。作为包装设计师委员会的活跃成员,昆斯通过工作,写作和专业研讨会促进了他的领域。本文使用来自AbbottsRTM老费城冰淇淋,American Can的DixieRTM产品和Scott Paper的ScottiesRTM薄纸的案例研究,研究了Koons如何在包装设计实践中平衡设计理想,零售实用性和消费者需求之间的关系。

著录项

  • 作者

    Steinberger, Staci.;

  • 作者单位

    University of Delaware.;

  • 授予单位 University of Delaware.;
  • 学科 American Studies.Art History.History United States.
  • 学位 M.A.
  • 年度 2009
  • 页码 223 p.
  • 总页数 223
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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