Packaging Design as Awareness-raising Medium: A Way to Overcome Social, Cultural, and Political Inequalities


The fourth feminist wave beginning is traced by literature between 2010 and 2014 and is considered for intents and purposes as an extension of the third tide, not yet terminated. The resulting is a plural feminism - or feminisms - that questions the traditional meaning of social hierarchy built on religious assumptions and historical customs, in favor of a more inclusive and contemporary vision. As Chimamanda Ngozi Adichie says, “the problem with gender is that it prescribes how we should be instead of recognizing how we are”. Starting from complex as well as sensitive scenario the contribution proposes to offer - starting from a critical and intersectional approach - an overview of the current state of the art and a vision of the potential of packaging as an original communicative artifact regardless of the product category. An awareness-raising medium to overcome the anachronistic relations between gender inequalities and stereotyped forms of social hierarchy. A potential tool - social, cultural and political - of typological deconstruction - gender, race and sexuality - in favor of a renewed sense of sustainability and community. Still, a tangible support to reflect the individual’s values and a fundamental way to convey and amplify the need for uniqueness.


Cristina Marino
PhD Candidate, Department of Architecture and Design, Polytechnic of Turin, Torino, Italy

Chiara Lorenza Remondino
Assistant Professor, Department of Architecture and Design , Politecnico di Torino, Torino, Italy

Paolo Tamborrini
Politecnico di Torino


Presentation Type

Paper Presentation in a Themed Session


2023 Special Focus—New Agendas for Design: Principles of Scale, Practices of Inclusion


Packaging Design, Inclusion, Feminisms, Communication, Sustainability

Digital Media

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