【正文】 usewife Devising products and packaging specifically for the microwave. A new health awareness, changes in consuming habits and nutritional labeling. Opportunities for entire new food lines. Yogurt became the “ in” food. The rapid change in the last decades of the 20th century Modern Packaging Changing Needs and New Roles. All historical changes have had an impact on the way products are bought, consumed and packaged。 Labeling laws required listing of ingredients。 “ 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 about 1920, decoration followed the art nouveau style, this being followed by a period of art deco graphics and designs. 5. The new packaging materialplastics The first plastic(based on cellulose), made in 1856. The Evolution of New Packaging Roles 6. Changes in the way we traveled and shopped, changes in the retail store The small munity general store was no longer enough. National railroads made coasttocoast transport a reality. The automobile freed consumers first fiveandten store Refrigeration was being monplace. 7. The package’ s motivational and informational roles ? The package had to inform the purchaser. ? The package had to sell the product. Packaging In The Late 20th Century in demographics Demographics, the study of population structure and trends, universally realized to be an important factor in designing products and packages. food and other institutional markets Fastfood appeared and created a demand for disposable singleservice packaging. Two factors to influence packaging: public health care and a rapidly growing trend toward eating out rather than at home. The HRI (hospital, restaurant, and institutional) market. Petroleumderived plastics added to the package designer’ s selection of packaging materials. Packaging In The Late 20th Century “ baby boom” and packaging In the late 1960s, the ingofage baby boomers was reflected in a major youth orientation in packaging and products. changes In the 1970s and early 1980s, many aspects in packaging legislated: Childresistance closures mandated for some products。 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。 glass beads and figures made in Mesopotamia (today’ s Iraq). About 1500 ., the earliest hollow glass objects appeared in Mesopotamia and Egypt. Primitive Packaging Glass containers, the ancient packaging materials, coreformed