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April 2002
The Gestalt of Packaging
by Jeffrey Caldewey
From The Drawing BoardThe identity of a wine brand is represented primarily through its package. Thousands of buying decisions a day are made solely on the strength of this design. More than simply a label, it is the dynamic interplay of the many discrete components that go into the making of a complete package design.The Gestalt of the Wine PackageGestalt is a psychology term that stresses the perception of the whole over its constituent components. In layman's parlance, the perceived image is ...
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