Defining neo-retro style in package design. Knowledge about this style can assist designers in communicating values such as craftsmanship in package design.Ĭitation: Celhay, F., Magnier, L., & Schoormans, J. ![]() Relevance to Design Practice – This research defines the formative elements of the ‘neo-retro style’. Keywords – Neo-retro Style, Retro Design, Package Design, Hipster, Authenticity, Branding. The study contributes to theory and practice in the fields of design and brand management and shows that packaging elements can be manipulated to evoke values in the marketplace. We also show that this style is associated with values such as authenticity and craftsmanship and as such with the hipster subculture. The results first confirm quantitatively that these elements are evocative of the neo-retro style. In study 2, we designed eight coffee packages manipulating structural and graphical elements, namely the presence of ornaments, texture and variation in typefaces, and tested the associations evoked by these elements among 251 participants. Study 1, a multi-method qualitative study using creative sessions and content analysis, yields a description of the formative elements of the neo-retro style from both an analytical (structure, graphics, and information) and a holistic perspective (naturalness, harmony, elaborateness). Complementary methods were used to progressively determine the styling elements and the values related to this style. We argue that this style is linked to the hipster subculture but used in a broader context. This article describes the style elements and the associations related to a contemporary style in graphic design: the neo-retro style. Styles in design have a strong evocative power for consumers and are commonly used by brands to communicate specific associations of ideas. Defining Neo-Retro Style in Package Designįranck Celhay 1, Lise Magnier 2,*, and Jan Schoormans 2ġ Montpellier Business School, Montpellier, FranceĢ Delft University of Technology, Delft, The Netherlands Some of his bestwork may still be seen at Chatsworth, Petworth Housein Sussex, Lyme Hall in Cheshire, St.Hip and Authentic. Though we may condemn the florid loosenessof the style of Gibbons, we must admire the dexterityof workmanship and general technical excellence im-parted to everything he touched. Orna-ment was carved with a singular crispness, and ap-parently without any hesitation on the part of thecarver. ![]() Figure 45 out some of his carvings to an astonishing degree ofrealism: bouquets of flowers, festoons of fruit andflowers, birds, figures, and drapery were executed byhim in the highest possible relief, which looked de- THE PRACTICAL CABINET MAKER 73 tached from the ground, and yet they usually formed apart of the solid wood with the background. In this century and early in the following one, theart of wood carving was greatly developed in England, chiefly owing to the genius of Grinling Gibbons andto the influence of Sir Christopher Wren, the style de- 72~ THE PRACTICAL CABINET MAKER veloped being a more or less realistic or baroque formof the Renaissance (Figs. Madame de Main-tenon says in one of her letters to a friend, that Louiswas so fond of symmetry and stateliness in his archi-tecture, as in other things, that he would have youperish in his symmetry, for he caused his doors andwindows to be constructed in pairs opposite to oneanother, which gave to everybody who lived in hispalaces their death of cold by draughts of air. He wasdirector of the Gobelins tapestry manufactory, and hisstyle of work was in harmony with the pompous ideasof Louis the Grand Monarch. director of the decoration at Versailles.Le Bruns own work was heavy and dull, although heaimed at grandeur and gorgeousness of effect. The practical cabinet maker and furniture designer's assistant, with essays on history of furniture, taste in design, color and materials, with full explanation of the canons of good taste in furniture. ![]() This image could have imperfections as it’s either historical or reportage. ![]() Alamy charges you a fee for access to the high resolution copy of the image. This image is a public domain image, which means either that copyright has expired in the image or the copyright holder has waived their copyright.
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