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‘in the cities in which we live, all of us see hundreds of publicity images every day of our lives. No other kind of image confronts us so frequently. In no other form of society in history has there been such a concentration of images, such a density of visual messages. One may remember or forgot these messages but briefly one takes them in, and for that moment they simulate the imagination by way of either memory or expectation. The publicity image belongs to the moment. We see it as we turn the page, as we turn the corner, as a vehicle passes us. Or we see it on a television screen whilst waiting for the commercial break to end. Publicity images also belong to the moment in the sense that they must be continually renewed and made up to date. Yet they never speak of the present. Often they refer to the past and always they speak of the future.’

Visual communication is an inextricable part of human history. It has existed as long as there has been the need to make marks or leave traces, to communicate through signs and symbols rather than the spoken word. In the contemporary world the activity of organising signs and symbols, words and images, for public exchange is recognised as illustration and in the same way as graphic design. They're like siblings who share a common motive but behave in different ways.

Today packaging and its design has come to play a key part in the brand communication process. Packaging has become a fundamental element of the brand statement; it is now something than simple containers; it's a means of communicating with consumers and convincing them to buy a product. Illustration serves a valuable purpose on product packaging and helps the product stand out from a crowded shelf or competitive market. Illustration is a recurring and central component.

Bibliography

Doyle, S., Grove, J. and Sherman, W. (2018). History of illustration. New York, Ny: Fairchild Books, An Imprint Of Bloomsbury Publishing.

Duffy, J., Hamilton, D. and Cristiano Vinciprova Machado (2017). Relishing marketing illustrations on food & drink packaging. Mulgrave Images Publ.

Ambrose, G. and Harris, P. (2011). Packaging the brand : the relationship between packaging design and brand identity : required reading range : course reader. Lausanne: Ava.

Giles Calver (2004). What is packaging design? Mies: Rotovision.

Aynsley, J. (2001). A century of graphic design : graphic design pioneers of the 20th century. London: Mitchell Beazley.