A renewed poetic practice. Rethinking the role of packaging design to boost New Normality

Packaging is a complex artifact characterized by the subtle balance between safety, protection, innovation, communication, and sustainability. There are different perspectives from which this artifact can and must be considered, first of all, the traditional meaning that considers it an object with specific operational and performance features. From these brief premises, this contribution stems from a reflection of the controversial relationship between form and function, investigating the contemporary need - New Normal - to totally rethink action- research and design practice, in favour of a more communicative, experiential, and poetic design. A design that today must also take advantage of technology and digital resilience to pro-actively respond to the emergency.