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POLITECNICO DI MILANO. DESIGN DEPT. COMMUNICATION DESIGN RESEARCH GROUP. IDENTITY SYSTEMS / PACKAGING DESIGN

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Communication Elements

Use of texture and shapes
- identity by abstract shapes
- identity by textures and patterns
Use of colour
- identity by colour
- identity by system of colour
Use of illustration
Use of photography
Use of typography
- identity by typography
- typographical texture
Use of pictograms
- identity by pictograms
- instruction through pictograms
Use of structure
Surface Effects
- bubble
- corrugated
- debossed, embossed
- die cut
- fluorescent
- glittered
- glossy
- metallescent
- metallic
- mirrored
- opaque
- pearlescent
- rough
- smooth
- soft

Languages

Contamination
- unusual structural association
- unusual visual association
Moods and Trends
- classic
- contemporary
- eco-friendly
- fantastic, fairy
- hand-made
- high-tech
- historical, traditional
- infographics
- ironic
- luxury
- mass-market
- medical
- minimal
- natural
- pharmaceutical
- playful
- pop
- romantic
- transgressive
- well-being

Material Category

Materials

Morphology

Structure
- aerosol spray can
- bag
- basket
- blister-pack
- bottle
- box
- brick
- buckets
- can and tin
- cheer-pack
- clamshell
- cluster
- cup
- disc-case
- drum and keg
- flacon
- flow-pack
- folding carton
- gable top
- jar and pot
- other shapes
- pouch
- sachet
- shopping bag
- tetra-pack
- tray
- tube
- vial
- wrapper
Structural Components

Product Category

Food
Beverages
Nonfood

Project typology

InterventionTypology
Artefact Typology
Use destination

Target range

Target
- adults
- babies
- elder people
- kids
- men
- pets
- teens
- women

Transversal Themes

Accessibility
Extra-use
- arts and crafts
- packaging as a new medium
Information Design
Multisensoriality
Service
Special Packaging
Sustainability

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