RELATIONSHIP BETWEEN ADVERTISING AND PACKAGING AND ITS PLACE IN DESIGN EDUCATION
Journal Title: Batı Anadolu Eğitim Bilimleri Dergisi (BAED) - Year 2012, Vol 3, Issue 6
Abstract
Abstract Today’s fast fashion consumption culture necessitates attractive, eye-catching and convincing packaging, which is an effective way of advertising. Hundreds of brands of myriad products wait to be preferred on the market shelves. Packaging has many functions such as preserving the product, protecting it from damage and promoting. Besides, a package must be eye-catching and encouraging. Therefore, a package which has been designed in accordance with the graphic design elements and principles and whose color, illustration, typography, brand image and material are better compared to others is likely to have a higher market share. This study seeks to determine the role of the packages which have been designed in accordance with graphic design elements and principles in consumer buying behavior and their impact on consumption. In addition, it is essential that a good package meet the requirements of a strong competitive environment and it is believed that such a package can be best designed by those who have had a good design education. In addition, it is emphasized that design education has a positive effect on the success of a package. This study is a literature review and descriptive modeling study. The target population of the study is the square chocolate packages of the brands Ülker and Eti (Turkish biscuit and chocolate firms). The samples of the survey are the 14 sorts of square chocolate packages picked from the target population in the light of the data collected from the 2010-2011 sales figures of the both firms.
Authors and Affiliations
Nazan Düz
Keywords
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