Messenger Package: Integrating Technology, Design and Marketing for Future Package Communication: Final report

Elina Rusko, Sanna Heiniö, Virpi Korhonen, Jali Heilmann, Toni-Matti Karjalainen, Panu Lahtinen, Marja Pitkänen

    Research output: Book/ReportReport

    1 Citation (Scopus)


    The Messenger Package (VIP – Viestivä pakkaus) research project was carried out during the years 2008–2011 by three research partners: VTT Technical Research Centre of Finland, the Aalto University IDBM Programme and the Association of Packaging Technology and Research (PTR). The results and highlights of the project are presented in this report.Messenger Package aimed to provide solutions and guidelines for more efficient and intensive package communication, improving the functioning of packaging as a messenger. The project considered package communication from multiple angles, focusing on integration technology, marketing and design know-how. Due to the multidimensional character of packages and package communication, cooperation between different fields plays an increasingly important role in the development of packaging as a messenger to better serve the needs of both consumers and companies.The principal goal of a package as a messenger is to support the product: draw attention to the product, make the product desirable, inform about the product and build a brand relationship. Packaging communication is not only text and images on packages; it refers to all the messages packaging sends to consumers. These messages are the result of combinations of different packaging elements and factors influencing the communication. All the factors need to be considered in order to achieve a holistic understanding of package communication and successfully fulfil the goals of package communication.
    Original languageEnglish
    PublisherVTT Technical Research Centre of Finland
    Number of pages90
    ISBN (Electronic)978-951-38-7716-3
    ISBN (Print)978-951-38-7715-6
    Publication statusPublished - 2011
    MoE publication typeNot Eligible

    Publication series

    SeriesVTT Tiedotteita - Research Notes


    • packaging communication
    • packaging design
    • packaging development
    • digital printing
    • inkjet
    • customize
    • consumer value
    • brand expression
    • strategic design


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