Package Design as Strategic Branding
The recent developments in consumer society have led to growing interest in packaging as a brandingfactor. Product package as a visual sign of brand features and product quality is a topical issue both for brandmanagers and product designers. Package has become an important marketing communications medium as themore traditional ways of marketing (such as mass-media advertising) have lost their grip on consumers and nolonger provide the wanted results. In the first part of the paper, a literature review of product package as a visualsign of brand features is introduced. Package design is discussed both from design and branding (marketing) perspectives,and comparisons between these approaches are made. A model of six principles for effective packaging1 is applied to cover both design and brand perspectives. In the second part of the paper, a case study of a Europeangift chocolate producer is introduced. The case study explores a package design project in which a multidisciplinaryteam created new packaging design concepts for a gift chocolate brand. The paper concludes that packagedesign is a crucial element in strategic branding. It is illustrated that package design improvements requiremultidisciplinary teamwork including designers, brand managers and engineers. New package design conceptsneed to be innovative as well as fulfill requirements of being experimental, emotional, informational and functionalfor shoppers and product users. Finally, the problems in traditional package design process are discussedand ways to improve strategic brand building with package design are suggested.
Sanna Heinio
International Design Business Management Aalto University School of Economics Helsinki, Finland
国际会议
The 17th IAPRI World Conference on Packaging(第17届世界包装大会)
天津
英文
237-241
2010-10-12（万方平台首次上网日期，不代表论文的发表时间）