How packaging design evolved from functional afterthought to cultural touchstone
By
Abbey Bamford
Lightly browned and well buttered. A solid pick from the rack.
Summary
Packaging design has evolved from a functional afterthought into one of the most emotionally charged, culturally revealing, and ethically scrutinized areas of contemporary design. As Pentawards celebrates its 20th anniversary, the article examines how award-winning packaging over the past two decades reflects deeper cultural shifts and heightened consumer expectations around sustainability, identity, and emotional resonance.
Key quotes
· 3 pulledPackaging has arguably become one of the most emotionally charged, culturally revealing and ethically scrutinised spaces in design today.
Some might think packaging is one of the least glamorous corners of design.
With Pentawards marking its 20th anniversary this year, it feels like a good time to take stock and look closer.
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