【正文】 of existing packaging practices. 2. The invention of the glass blowpipe, wood barrels The Romans in about 50 ., the glass blowpipe； The blowpipe’ s invention brought glass out of noble households and temples。 The first wooden barrel appeared possibly in the Alpine regions of Europe， one of the most mon packaging forms for many centuries. From Rome To The Renaissance 3. The Dark Ages The Dark Ages: with the Roman Empire’ s collapse in about 450 ., Europe reduced to minor citystates many established arts and crafts fotten or stagnant, the 600 years following the fall of Rome being so devoid of significant change that historians refer to them as the Dark Ages. discovery of paper In China, Ts’ ai Lun is credited with making the first true paper from the inner bark of mulberry trees. The name “ paper” given to the Chinese invention made of matted plant fibers. From Rome To The Renaissance 5. Ancient printing In 768, the oldest existing printed objects (Japanese Buddhist charms)。 in 868, the oldest existing book (the Diamond Sutra) printed, found in Turkistan. 6. The Renaissance In about 1100, the European awoken, neglected crafts revitalized, the arts revived and trade increased, by the 1500s, the art of printing born. Fundamental social structures not changed significantly: lived off the land typically as serfs From Rome To The Renaissance ate what they raised, found or caught consumer needs: nonexistent manufacturing was strictly a custom business packages: personally crafted, valuable utensils, and rarely disposable in the manner of a modern package since there being no retail trade, concepts of marketing, advertising, price structures and distribution being irrelevant population levels being not large enough to support mass production The Industrial Revolution . definition The . started in England in about 1700 and spread rapidly through Europe and North America. The Industrial Revolution: the change that transforms a people with peasant occupations and local markets into an industrial society with worldwide connections. This new type of society makes great use of machinery and manufactures goods on a large scale for general consumption. The Industrial Revolution of the Industrial Revolution ? Rural agricultural workers migrated into cities, where employed in factories. ? Inexpensive massproduced goods available to a large segment of the population。 the consumer society born. ? Factory workers needed modities and food, previously produced largely at home. ? Many new shops and stores opened to sell to the newly evolving working class. ? By necessity, some industries located in nonagricultural areas, requiring that all food be transported into ? the growing urban settings. The Industrial Revolution dramatic changes in how we lived The changes increased the demand for barrels, boxes, kegs, baskets, and bags to transport the new consumer modities and to bring great quantities of food into the cities. The fledgling packaging industry itself had to mechanize. Necessary to devise ways of preserving food beyond its natural biological life. The Evolution of New Packaging Roles 1. How the Industrial Revolution affected packaging The evolution of selling and informing as vital packaging roles Bulk packaging was the rule, with the barrel being the workhorse of the packaging industry. Flour, apples, biscuits, molasses, gunpowder, whiskey, nails and whale oil transported in barrels. Packaging served primarily to contain and protect. Individual packaging being of little importance until the Industrial Revolution spurred the growth of cities. first packaged retail products Medicines, cosmetics, teas, liquors and other expensive products。 “ a paper of pins” . The Evolution of New Packaging Roles origin of the term “ brands” and how it was transferred to unit packages, early brands, early labeling The first brand names were inevitably those of the maker. Yardley’ s (1770), Schweppes(1792), Perrier (1863), Smith Brothers (1866) and Colgate (1873). The evolving printing and decorating arts applied to “ upscale” packages, many early decorations based on works of art or national symbols or images. Early labels: pictures of pastoral life, barnyards, fruit, the gold medals. The Evolution of New Packaging Roles Oatsa new idea in branding A packaging milestone in 1877, the Quaker personage, the “ persona” , a description of the package or product as if it were a person. Between 1890 and abo