ABSTRACT
The brand is now an important tool for identifying products. Through physical packaging, it can directly generate links with consumers and convey the brand's ideas to consumers.And packaging design is increasingly important in today's business activities. Teaching is more important for brand design. How to provide teaching and reference examples that can help with actual design is the core values of this study. This study summarizes the key points of building brand and packaging design through case studies, and organizes them into a design process based on scholars' suggestions for packaging design. The tea packaging design process is illustrated using the Teama brand packaging design as an example. First of all, analyze the requirements of the theme and market background, and determine the positioning of the brand. Then design the brand image, and from the target group feedback and response, make changes to the brand positioning, and finally is to plan future strategy of the brand. This article describes the packaging design process of Teama brand building in detail and complete, and combines the teaching points on the packaging design that scholar once proposed. We hope that through the process of actual operation in this study, for the latecomers in the use of packaging design for brand building, there can be a set of reference methods and basis.
- Lamb, C. W., Hair, J. F., & McDaniel, C. 2003. Marketing. Lee, X. D. Trans. Singapore: Singapore Business Asia Thomson International Publishing Co., Ltd. (In Chinese)Google Scholar
- Chen, Si-Jing. 2008. The Packaging of Da-jia Rush Flavor: The Rush Eye Brand Image and Package Design. Master's Thesis. Chaoyang University of Technology.Google Scholar
- Bhimrao M. Ghodeswar. 2008. Building brand identity in competitive markets: a conceptual model. Journal of Product & Brand Management. 17, 1, 4--12.Google ScholarCross Ref
- Stewart, B. 1996. Packaging Design Strategy. UK: Manton Typesetters.Google Scholar
- Zhang, Z. G. 2016. The Development of Packaging Art and the Research of Modern Packaging Design. Today's Massmedia. 7, 124--125. (In Chinese)Google Scholar
- Eisentraut, R. 1999. Style of Problem Solving and Their Influence on the Design Process. Design Studies. 20, 5 (Sep. 1999), 431--437.Google ScholarCross Ref
- Lawson, B. 1997. How Designers Think: The Design Process Demystified. Oxford: Butterworth-Heinemann Ltd.Google Scholar
- Lin, Chung-Hung. 2014. An Exploratory Study of Design Processes. International Journal of Arts and Commerce. 3, 1 (Jan. 2014), 55--68.Google Scholar
- Ho, Wen-ling. 2008. The Theories of Current Packing Design and Their Implications for Teaching. Visual Arts Forum. 3 (Jul. 2008), 21--41Google Scholar
Index Terms
- A teaching research for packaging design in brand building: a case study of tea packaging in Teama
Recommendations
Research on the Influence of Modern Consumer Psychology on Packaging Design Based on Image Analysis
BIC 2021: Proceedings of the 2021 International Conference on Bioinformatics and Intelligent ComputingIn the highly competitive modern commodity economy society, the multidimensional and difference of people's consumption psychology determines that commodity packaging must have multidimensional emotional demands in order to attract specific consumer ...
The impact of affective design of product packaging upon consumer purchase decisions
DPPI '03: Proceedings of the 2003 international conference on Designing pleasurable products and interfacesAffective design aims to create a product that has expected levels of functionality and usability but, additionally offers the user a positive emotional experience. Some success has been achieved by using the Kansei engineering approach but this has not ...
Self-building new brand or cooperating with a frenemy? Market expansion strategy of manufacturer in a C2M supply chain
AbstractThe Customer-to-Manufacturer (C2M) supply chain is an innovative mode in which the firm quickly producing and providing goods to dispersed end consumers. However, the fragmented orders may lead to production inefficient, which makes expanding ...
Highlights- Utilizes a Hotelling model to examine the optimal expansion decision.
- No-expansion strategy may be better off despite only one revenue stream.
- Competition is always more profitable than that to avoid market cannibalization.
- ...
Comments