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Abstract
Purpose – The aim of this research is to explore the benefits of a customer based approach on food packaging design. A case study of a small production honey brand is used.
Design/methodology/approach – For the design process, a survey that involved visual elements was conducted as an online questionnaire. The final size of the sample consists of 285 questionnaires.
Findings – The research findings indicate that packaging is a great influencer for consumers and the synergy of consumers with companies can be a catalyst for the product design process resulting in package designs, which engage potential customers and drive sales.
Originality/value – According to this research high potential lies in the area of a customer driven package design process and thus it should be further investigated.
Recommended Citation
Moutaftsi, Panagiota Ms and Kyratsis, Panagiotis Dr
(2016)
"Visual Brand Identity of Food Products: A Customer’s Perspective,"
Journal of Applied Packaging Research: Vol. 8:
No.
3, Article 1.
DOI: 10.14448/japr.08.0015
Available at:
https://repository.rit.edu/japr/vol8/iss3/1
Included in
Advertising and Promotion Management Commons, Agribusiness Commons, Behavioral Economics Commons, Entrepreneurial and Small Business Operations Commons, Graphic Design Commons, Industrial and Product Design Commons, Marketing Commons, Sales and Merchandising Commons