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Polaroid | by dbostrom
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Although packaging is a specialized field with its own technical problems, it is not a separate design area. Therefore, point-of-purchase involvement may well begin with the package, the graphics of which are the concern of all designers. A perfect example with which to illustrate the relationship of packaging to point-of-sale is the Polaroid "Swinger" package. The typography and stylized camera illustration are effective in setting the exciting tone of a product planned for the youth market. Three sides of the carton are black and three sides are respectively blue, purple, and green, so that, by mixing or matching colors, an attractive display can be created. This is of particular concern since the camera is sold in many kinds of retail outlets, mostly without Polaroid display units as a background.


– Harvey Offenhartz, “Point-Of-Purchase Design” (1968)

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Taken on February 27, 2011