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

Toni Ryynänen, Annaleena Hakatie

Tutkimustuotos: Artikkeli kirjassa/raportissa/konferenssijulkaisussaKonferenssiartikkeliTieteellinenvertaisarvioitu

Kuvaus

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.
Alkuperäiskielienglanti
OtsikkoDesign and semantics of form and movement : DeSForM 2010
ToimittajatLin-Lin Chen, Tom Djajadiningrat, Loe Feijs, Steven Kyffin, Dagmar Steffen, Bob Young
Sivumäärä10
JulkaisupaikkaLucerne
KustantajaKoninklijke Philips Electronics N.V.
Julkaisupäivä2010
Sivut119-128
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 marraskuuta 20105 marraskuuta 2010

Lisätietoja


Volume:
Proceeding volume:

Lainaa tätä

Ryynänen, T., & Hakatie, A. (2010). Design semantics and company context: Practical packaging and branding development case for food industry. teoksessa L-L. Chen, T. Djajadiningrat, L. Feijs, S. Kyffin, D. Steffen, & B. Young (Toimittajat), Design and semantics of form and movement: DeSForM 2010 (Sivut 119-128). Lucerne: Koninklijke Philips Electronics N.V..
Ryynänen, Toni ; Hakatie, Annaleena. / Design semantics and company context: Practical packaging and branding development case for food industry. Design and semantics of form and movement: DeSForM 2010. Toimittaja / Lin-Lin Chen ; Tom Djajadiningrat ; Loe Feijs ; Steven Kyffin ; Dagmar Steffen ; Bob Young. Lucerne : Koninklijke Philips Electronics N.V., 2010. Sivut 119-128
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title = "Design semantics and company context: Practical packaging and branding development case for food industry",
abstract = "It is argued that the basic functions of packaging arerelated to either logistics or market needs. Packagingis usually considered as a part of the product and thebrand: a product property or characteristic. Packagingis also a concrete product attribute perceived bythe consumers. This paper is an attempt to describehow a packaging design case proceeds in a foodindustry in Finland. We will also analyse the roles ofpackaging design research and consumer studies inbrand development. The research method appliedis a reflective case study. The outcomes of our caseare based on research literature on packaging design,consumer studies and the empirical brand developmentand packaging design project of a newly foundedFinnish egg producing company called Kieku Ltd. In theconclusion we will show how the key elements of a newegg brand under development can be transferred to theattributes of package design. We suggest that packagingdesign can be improved with constant and focusedconsumer research. It is suggested that packaging designelements can especially influence point-of-purchasecommunication in the case of new product introduction.",
author = "Toni Ryyn{\"a}nen and Annaleena Hakatie",
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editor = "Lin-Lin Chen and Tom Djajadiningrat and Loe Feijs and Steven Kyffin and Dagmar Steffen and Bob Young",
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Ryynänen, T & Hakatie, A 2010, Design semantics and company context: Practical packaging and branding development case for food industry. julkaisussa L-L Chen, T Djajadiningrat, L Feijs, S Kyffin, D Steffen & B Young (toim), Design and semantics of form and movement: DeSForM 2010. Koninklijke Philips Electronics N.V., Lucerne, Sivut 119-128, Design and semantics of form and movement, DeSForM 2010, Luzern, Sveitsi, 03/11/2010.

Design semantics and company context: Practical packaging and branding development case for food industry. / Ryynänen, Toni; Hakatie, Annaleena.

Design and semantics of form and movement: DeSForM 2010. toim. / Lin-Lin Chen; Tom Djajadiningrat; Loe Feijs; Steven Kyffin; Dagmar Steffen; Bob Young. Lucerne : Koninklijke Philips Electronics N.V., 2010. s. 119-128.

Tutkimustuotos: Artikkeli kirjassa/raportissa/konferenssijulkaisussaKonferenssiartikkeliTieteellinenvertaisarvioitu

TY - GEN

T1 - Design semantics and company context: Practical packaging and branding development case for food industry

AU - Ryynänen, Toni

AU - Hakatie, Annaleena

N1 - Volume: Proceeding volume:

PY - 2010

Y1 - 2010

N2 - It is argued that the basic functions of packaging arerelated to either logistics or market needs. Packagingis usually considered as a part of the product and thebrand: a product property or characteristic. Packagingis also a concrete product attribute perceived bythe consumers. This paper is an attempt to describehow a packaging design case proceeds in a foodindustry in Finland. We will also analyse the roles ofpackaging design research and consumer studies inbrand development. The research method appliedis a reflective case study. The outcomes of our caseare based on research literature on packaging design,consumer studies and the empirical brand developmentand packaging design project of a newly foundedFinnish egg producing company called Kieku Ltd. In theconclusion we will show how the key elements of a newegg brand under development can be transferred to theattributes of package design. We suggest that packagingdesign can be improved with constant and focusedconsumer research. It is suggested that packaging designelements can especially influence point-of-purchasecommunication in the case of new product introduction.

AB - It is argued that the basic functions of packaging arerelated to either logistics or market needs. Packagingis usually considered as a part of the product and thebrand: a product property or characteristic. Packagingis also a concrete product attribute perceived bythe consumers. This paper is an attempt to describehow a packaging design case proceeds in a foodindustry in Finland. We will also analyse the roles ofpackaging design research and consumer studies inbrand development. The research method appliedis a reflective case study. The outcomes of our caseare based on research literature on packaging design,consumer studies and the empirical brand developmentand packaging design project of a newly foundedFinnish egg producing company called Kieku Ltd. In theconclusion we will show how the key elements of a newegg brand under development can be transferred to theattributes of package design. We suggest that packagingdesign can be improved with constant and focusedconsumer research. It is suggested that packaging designelements can especially influence point-of-purchasecommunication in the case of new product introduction.

M3 - Conference contribution

SP - 119

EP - 128

BT - Design and semantics of form and movement

A2 - Chen, Lin-Lin

A2 - Djajadiningrat, Tom

A2 - Feijs, Loe

A2 - Kyffin, Steven

A2 - Steffen, Dagmar

A2 - Young, Bob

PB - Koninklijke Philips Electronics N.V.

CY - Lucerne

ER -

Ryynänen T, Hakatie A. Design semantics and company context: Practical packaging and branding development case for food industry. julkaisussa Chen L-L, Djajadiningrat T, Feijs L, Kyffin S, Steffen D, Young B, toimittajat, Design and semantics of form and movement: DeSForM 2010. Lucerne: Koninklijke Philips Electronics N.V. 2010. s. 119-128