Design semantics and company context: Practical packaging and branding development case for food industry

Toni Ryynänen, Annaleena Hakatie

Tutkimustuotos: Artikkeli kirjassa/raportissa/konferenssijulkaisussaKonferenssiartikkeliTieteellinenvertaisarvioitu


It is argued that the basic functions of packaging are
related to either logistics or market needs. Packaging
is usually considered as a part of the product and the
brand: a product property or characteristic. Packaging
is also a concrete product attribute perceived by
the consumers. This paper is an attempt to describe
how a packaging design case proceeds in a food
industry in Finland. We will also analyse the roles of
packaging design research and consumer studies in
brand development. The research method applied
is a reflective case study. The outcomes of our case
are based on research literature on packaging design,
consumer studies and the empirical brand development
and packaging design project of a newly founded
Finnish egg producing company called Kieku Ltd. In the
conclusion we will show how the key elements of a new
egg brand under development can be transferred to the
attributes of package design. We suggest that packaging
design can be improved with constant and focused
consumer research. It is suggested that packaging design
elements can especially influence point-of-purchase
communication in the case of new product introduction.
OtsikkoDesign and semantics of form and movement : DeSForM 2010
ToimittajatLin-Lin Chen, Tom Djajadiningrat, Loe Feijs, Steven Kyffin, Dagmar Steffen, Bob Young
KustantajaKoninklijke Philips Electronics N.V.
ISBN (elektroninen)978-3-906413-80-8
TilaJulkaistu - 2010
OKM-julkaisutyyppiA4 Artikkeli konferenssijulkaisuussa
TapahtumaDesign and semantics of form and movement, DeSForM 2010 - Luzern, Sveitsi
Kesto: 3 marrask. 20105 marrask. 2010

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