There are many research reports regarding packaging and its guidelines of design and development being well designed to maximise consumer interest, but premium and mass brands with their split in the market is not a well explored subject matter. This book examines packaging techniques and methods, moreover on psychological reasoning behind user and consumer decisions. It also uncovered strong links to standard pack design within both industries being a foundation for brands to build upon with special decorations and finishes to customise and dictate what user market the product is aimed at.

With a population of just 329,000 (barely more than Nottingham), Iceland is the most thinly-populated country in Europe, and 80% of it is uninhabited. Despite this, in the 1100 years since humans first settled there, the Icelanders have built a remarkably resourceful, diverse and robust community - and they have never had to go to war. In fact, in 2013 the United Nations ranked Iceland the 13th most developed country in the world. Professor Gisli Thorsteinsson is Professor of Education in Reykjavik, while Dr David Whittaker is a retired academic specializing in geopolitics. The two authors...