There is no such thing as neutral packaging. Every box, every shape, every color carries a message— sometimes explicit, sometimes unconscious. Packaging is far more than a functional outfit: it is a silent language that tells who we are, where we come from, and what we want to communicate. When cultures change, so does the meaning of symbols. A lucky color in one country might be neutral or even negative in another. A beloved symbol might seem incomprehensible—or even inappropriate—elsewhere. Yet in a world where knowledge is more accessible than ever, avoiding missteps is not a matter of luck, but of sensitivity. It only takes one extra question. It only takes looking at packaging not just with an aesthetic eye, but with respect and curiosity. Every culture offers a different key to connect with the consumer. Learning to listen to these invisible cues is the best way to create packaging that doesn’t just dress the product, but welcomes stories, emotions, and shared values. A true compass, to never lose our way.

SONIA V. MAFFIZZONI -Responsabile editoriale