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Packaging has become a significant part of the visual ecosystem which has a great potential for communication. This potential should include the ability to transmit the typological identity of product in a highly competitive scenario. This research approaches the influence of packaging on the typological identification of fast-moving consumer goods. The object of study has focused on the visual code that regulates packaging in order to facilitate the typological product recognition. This paper presents a case study on the visual code of milk bottles.

La comunicación visual de los productos a través del packaging. Un estudio de caso sobre la identidad visual de las botellas de leche