Bevelled Edges

Denotative Meanings

A bevelled edge refers to the edge of a pack that is not perpendicular to its faces. 1 “A bevel is typically used to soften the edge of a piece either for safety, wear resistance, [or] aesthetics.” Cigarette packs currently display two main types of bevelling: the “rounded edge” that is created by many consecutive folds, and the flat edge that is associated with an octagonal-shaped pack. (This distinction is also drawn by Richard W. Pollay. 2)

Bevelled edges are associated with roof-top opening styles. The bevelled edge arguably adds a pleasing tactility, a trait it shares with embossing and debossing.

Importance

According to tobacco industry documents, “bevelled edge packaging denote[s] premium and unique values to create a perception of status.” 3 One marketing document acknowledges the appeal of bevelling by noting that “[p]ack graphics should accentuate LA-10’s unique bevelled edge construction, thereby creating a contemporary, modern appearance and perception.” 4

Notes:

  1. Wikipedia. Bevel. Available at: http://en.wikipedia.org/wiki/Bevel. Accessed March 29, 20112.
  2. Canadian Tobacco Trials. Preuve de la defenderesse (suite) Richard W. Pollay (expert) (suite) En chef par Me Regnier. Available at: http://legacy.library.ucsf.edu/tid/scm70g00. Accessed March 29, 2012. 
  3. BAT. Davidoff Strategic Brand Review with a Focus on the Premium Segment Growth. Available at: http://legacy.library.ucsf.edu/tid/uwm63a99/pdf. Accessed March 29, 2012.
  4. RJ Reynolds. Salem LA-10 Packaging Brief. Available at: http://legacy.library.ucsf.edu/tid/oaj28c00/pdf. Accessed March 29, 2012.