Decoration is craft

Posted by Steve on Nov 18th 2010 in: Packaging around the world, Spreads

Apricot jams section on a supermarket shelf

This big display of apricot jams reminded me of the lost art of lid design, which was also in evidence on mayonnaise, pasta sauces and numerous other categories.

Yes the world-famous Bonne Maman gingham lid was here too, but I was charmed by these local patterns. The story (‘pre-industrialisation’) is the same, and it makes jam and many other things taste a lot nicer.

The job of the label is to support, and then nuance this story, but most jams and spreads don’t bother; a missed opportunity.