Commercial Amphoras: The Earliest Consumer Packages?

  title={Commercial Amphoras: The Earliest Consumer Packages?},
  author={Diana Twede},
  journal={Journal of Macromarketing},
  pages={108 - 98}
  • Diana Twede
  • Published 1 June 2002
  • History
  • Journal of Macromarketing
Commercial amphoras are large ceramic vessels that were used from 1500 B.C. to 500 A.D. to ship wine and other products throughout the Mediterranean, supplying the ancient Greek and Roman empires. Although their form is much different from our own packages, the shape and design were clearly the result of the same reasoning that we use to design successful packaging today. The unusual shape, especially the pointed base, facilitated handling, storage, transport, and use in marketing channels that… 
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