When I started The Biondo Group in the 1960s, the prevailing sentiment was to reject elitism and materialism in favor of conservative consumption. Name brands were pure, and product lines were focused. From a packaging perspective, this meant we had to communicate a level of authenticity and simplicity, which resulted in design taking on a sleeker and more contemporary look. It was easy to make clients like Corning successful when our job was so laser focused and uncomplicated.
Coined as the “me generation,” the ‘70s belonged to the baby boomers. Their indulgences became the most influential factor contributing to new products flooding the market. While design businesses were booming, designers had to now manage up to three or four product extensions and sub-lines making their job increasingly more complex and marketing influenced.