Shrink

Celebrating Shrink-wrap
by Frank Brown, 6-15-94

Once upon a time shrink-wrap was called cellophane. The word "cellophane" was in fact trademarked by its inventor, back in 1910. Although the word sounds old-fashioned, and has been mostly replaced with the more 90's- sounding "shrink-wrap", one must marvel at the incredible success that cellophane has had over this past century.

While its function is merely to wrap and protect, one intuits that its power is far greater than mere wrapping to be discarded. In fact, shrink- wrap derives its powerful appeal by becoming a nearly invisible symbol (or sign) for the idea of newness.

New objects are more valuable than those which have become old. To be new is to be desired, coveted, and status accorded to its posessor. Shrink- wrap accomplishes this feat, bestowing the quality of newness to the object it enwraps, unobstrusively, without distracting one to look at the shrink- wrap itself.

Shrink-wrap is itself nearly invisible, a modest quality, while making its wrapped object shiny. Shiny-ness is closely associated with newness and value.

The act of removing shrink-wrap also adds value to the object within, by making one expend labor to extricate the object. The reward of this work is certainty of newness by its posessor.

And then the torn, used shrink-wrap must be disposed of. This presents yet another subtle enhancement of value, by the unconsious but inevitable comparison of the unwrapped object to the worthless shrink-wrap which once contained it.

Can the original inventor of cellophane have forseen the amazing success story his modest film would enjoy? While there will undoubtedly be refinements in shrink-wrap formulas to make varieties lighter, tougher, shinier, etc. I have no doubt its future is even brighter. Its genius is that it may be applied to anything -- including boxes and containers for other objects (CDs, for instance). Imagine unwrapping a shrink-wrapped box containing shrink-wrapped Russian katrina dolls...ok, maybe not.

While certain items are not suitable for shrink-wrapping (books, for instance), it seems reasonable to assume that the proliferation of ever- more gadgets and consumer items will continue into the 21st century, presenting a larger market for shrink-wrap.

Other signs of newness include traveling to a store, and paying money for the desired item. But shrink-wrap brings newness into the privacy of ones home.