12. Which elements and principles of packaging design do these features refer to?

1. It must be easily legible to favour customers.

2. It must be unique to differentiate a product from its competitors.

3. It has consequences on the price of a product.

4. They must be clear and simple.

5. It should reflect the product’s values.

6. It should mirror the identity of the brand expressed by the logo.

7. It must be easy to use and to store and it must include all the necessary information.

8. They must reinforce the image of the brand.

13. Listen to a recording about packaging. Take notes, and then explain the five statements below in your own words.

13.1. Packaging is a brand ambassador
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13. Listen to a recording about packaging. Take notes, and then explain the five statements below in your own words.

13.2. A consistent identity builds brand recognition
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13. Listen to a recording about packaging. Take notes, and then explain the five statements below in your own words.

13.3. Packaging should reflect your values
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13. Listen to a recording about packaging. Take notes, and then explain the five statements below in your own words.

13.4. Careful design creates strong storytelling
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13. Listen to a recording about packaging. Take notes, and then explain the five statements below in your own words.

13.5. Digital integration enhances consumer engagement
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14. Have you heard of the practice of recording and posting ‘unboxing’? Why do you think it was created? Who by? Go online and find some information about it, then think about its impact on the marketing of a product.
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15. Read the text and say whether the statements are true or false

Tiffany’s Boxes
The distinctive colour known as Tiffany Blue® was selected by founder Charles Lewis Tiffany for the cover of Blue Book, Tiffany’s annual catalogue of exquisitely handcrafted jewels, which was first published in 1845. Also referred to as robin’s-egg blue or forget-me-not blue, this colour may have been chosen because of the popularity of the turquoise gemstone in 19th-century jewellery. Turquoise was also a favourite of Victorian brides, who often gave their attendants a dove-shaped brooch of turquoise as a wedding day memento. After the company introduced the Tiffany Setting, its original engagement ring, in 1886, its blue box packaging became as famous as the ring itself. People used to come to the store asking to buy the boxes, but Charles Lewis Tiffany refused to sell them for any price. He famously told the New York Sun in 1906 that he would happily give you one for free, as long as you selected a design to put in it. The Tiffany Blue Box has become an icon of luxury and exclusivity over the world, but beyond being beautiful, it’s also green. Tiffany claims they work hard to ensure that all Blue Boxes and bags are made with paper from sustainable sources and recycled materials and seeks to advance the use of sustainably sourced paper and wood-fibre materials.
Adapted from: https://www.tiffany.com/world-of-tiffany/blue-box-story/