Hamburg, 24.12.2018

Der Tagesspiegel – Packaging and promise

For most people, gifts are part of Christmas – and wrapping is part of every gift. But what is its purpose? Does the covering awaken curiosity or just protect the product inside? The newspaper Der Tagesspiegel visited Armin Angerer and talked to him about the art of packaging.

"Whether it's luxury goods or cheap brands, the packaging protects, preserves, stabilizes, makes round and oddly shaped items stackable, seals the product so it can be exchanged. Hardly anything can be transported unpacked, especially nowadays, where so many goods are sold online. And since the world of merchandise has become so confusing, packaging also creates identity."

Armin Angerer provided the Berlin newspaper's cultural editorial staff with an insight into the task of consumer branding. "We talk about the capitalistic, psychological, advertising and consulting aspects of his job, about cultural differences. (...) About the jungle of regulations of the packaging ordinance and labelling obligations. No matter how small the package, all the notices have to go somewhere, from the additives to the Green Dot."

You can read the entire article in the online edition of "Der Tagesspiegel". (in German)