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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.
Moutaftsi, Panagiota Ms and Kyratsis, Panagiotis Dr
"Visual Brand Identity of Food Products: A Customer’s Perspective,"
Journal of Applied Packaging Research: Vol. 8:
3, Article 1.
Available at: https://repository.rit.edu/japr/vol8/iss3/1
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