瓦卡化的兴起

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图片:无辜的疯子通过.

如果你买了果汁,crisps,谷物棒,汤“早餐罐粥,as was),或英国其他任何数量的即食包装食品。this millennium,你可能注意到你的零食喜欢聊天。

“British food packaging now has a matey,at worst babyish,以德赢体育滚球前不太常见的语气,食物是第一人称的,“explained an unimpressed Sophy Grimshaw,,写作监护人2014。“My basket of groceries now addresses me as though we are killing time on Facebook."“

这种现象有一个名称:wackaging,coined by journalist Rebecca Nicholson.尼科尔森推出了图布雷尔在2011年收集表格的例子,带着标语”我怪无辜的冰沙。”“

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图片:无辜的疯子通过.

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IMAGE: Slightly blurry Innocent wackaging via嗡嗡声.

An interview with Innocent Drinks' co-founder,Richard Reed,在今天观察者confirms Nicholson's suspicions.在问答中,Reed describes founding the company in 1999,用他的“two closest mates,“outlines his philosophy of success,and confesses to the wackification of British packaging.

这是真的你是亲自负责”“瓦解”—the quirky labels that are now everywhere??
Yes,那是我节拍的一部分。我确实认为,oh my God,我对这个物种的长期贡献会是我是那个在包装上引进了令人讨厌的人体复制品的人吗??

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图片:无辜的疯子通过伦敦文案.

The standard media reaction to wackaging seems to be a pained grimace: forThe Independentit triggers"可爱的刺激感”在接受治疗时”like idiots or children";;嗡嗡声主题列表标题是“16“切割包装的愤怒示例”;and Grimshaw concludes她的文章带着绝望的恳求,“我们先停下来,然后再去冷库,干燥的地方“变”了,我喜欢它在橱柜里!““

我,另一方面,有一个相当软的地方-一种情绪只会增加学习the inspiration behind Innocent's labeling copy:

Was it an Innocent innovation??
如果我们能提出一个要求,德赢体育滚球we can make this—that was new.我告诉你它是从哪里来的:你看到了吗Kingpin??

与伍迪·哈里森合作的十平保龄球电影?当然。
好,there's 德赢体育滚球one scene,这不是一个完整的场景,有人到别人家里说:“哦,I'm desperate for a dump,have you got anything to read on the toilet?“那家伙环顾四周,递给他一瓶洗发水,他看了看就走了:“No,I've read this 德赢体育滚球one already."这就是这个想法的由来。

无辜的胡闹

图片:无辜的疯子通过.

This revelation raises a couple of thoughts.首先,可以博士。布朗纳是真正的疯子的先祖吗?而且,其次,鉴于过去十年智能手机的兴起德赢体育滚球taken care任何可能的浴室——(更不用说通勤-,厨房餐桌,超市排队-,单人就餐,等)阅读材料短缺,为什么Wacking在同一时间段变得如此普遍??

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图:Reddit用户铁火.

答案,我想,在包装努力在大规模生产时代建立信任的长篇故事中,把搞怪看作是一部小说,也许是英国特有的一章。正如我以前写的,on the subject ofbutter packaging,从18世纪末开始,食品生产商的个人知识普遍下降,这反映在试图填补这一空白的包装设计同时上升。

作为Gary Cross,合著者打包的快乐,最近的解释Gastropod episode all about the history and science of packaging,第一批标签保证卫生,standardised product—a cereal or cracker you could trust by virtue of its being made by machine.

最近,因为消费者开始不信任”industrial"食物,and sought instead to know where their food has come from and who made it,label copy has provided carefully edited personal stories and(经常是假的)地理学。

从这个角度看,wackaging is simply another iteration in this long shift from trusting people,信任机构和公司,to trusting people again—a change that is playing out across society,not just in terms of food.

差异,of course,如果我在工业革命前买了压扁的水果,我很可能认识种植它的人;today,我和理查德·里德和他的朋友们唯一的熟人是通过他们的商标复制和媒体的存在。在某种程度上,Reed is like an online friend: the labels aim to communicate that same sense of knowing some德赢体育滚球one that you get from following the Twitter feeds of people you've never met,一种技术上介导的亲密关系以自己的方式仍然真实.Indeed,如果包装是一种文学形式,wackaging is the social media equivalent.

Today,虽然,Innocent Drinks is ninety percent owned by Coca-Cola,a company that is synonymous with the industrial food system.Wackaking现在只是无辜品牌的一部分,rather than being any kind of personal connection to the people who made your smoothie.And corporations,,尽管有美国的意见。最高法院,are not people.That,再加上它的普遍性,likely spells wackaging's eventual demise,its authenticity eroded beyond belief.尽你所能享受那些古怪的标签吧!!

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德赢体育滚球Comment

  1. 发布于6月23日,2018点:早上6点59分 | Permalink

    “Nicholson launched a tumblr to collect examples of the form in 2011"悲哀地,同时,那个肿瘤也变成了垃圾。You might not want to link to it nowadays.

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