The Role of Color as a Marketing Tool in Packaging
Author: Alphonse Benevenia
Publisher:
Published: 1959
Total Pages:
ISBN-13:
DOWNLOAD EBOOKRead and Download eBook Full
Author: Alphonse Benevenia
Publisher:
Published: 1959
Total Pages:
ISBN-13:
DOWNLOAD EBOOKAuthor: Bill Stewart
Publisher: CRC Press
Published: 1995
Total Pages: 230
ISBN-13: 9781858020990
DOWNLOAD EBOOKTraditionally, packaging has been the responsibility of specialist designers and suppliers. And ensuring cost effective packaging has been left to production, purchasing and packaging engineering departments. The importance of brand values in packaging is now recognized. With the dominance of self-service outlets the pack is the "silent salesman." Its effective use is vital to a successful marketing strategy. Whether you are working on an existing or new product, or venturing into new markets, packaging is a critical consideration. It will enable you to direct the focus of packaging design to improve design and cut costs. Guidelines are contained for you to achieve the optimum balance between packaging costs and sales performance. You will be shown how to think through the options prior to and during design work as well as how to maximize your own vital contribution.
Author: Behzad Mohebbi
Publisher:
Published: 2019
Total Pages: 0
ISBN-13:
DOWNLOAD EBOOKThe purpose of this study is to contribute to the existing research in the field of packaging and marketing and shed more light on the psychology of colors and their effect on packaging and marketing. Nowadays, packaging is proved to be one of the significant factors in the success of promoting product sale. However, there is a perceived gap with respect to the different aspects of packaging, in particular the graphics, design, and color of packaging. The current study provides a comprehensive overview of packaging. It elaborates on different aspects of packaging and summarizes the findings of the most recent research conducted to date probing into packaging from different perspectives. It also discusses the role of color, i.e., the psychology of colors, and graphics in packaging and product sale. It is argued that graphics and color play key roles in promoting product sale and designers and marketers should attach a great deal of importance to color in packaging. The implications for producers, marketers, practitioners, and researchers are discussed in detail and suggestions for future research are provided.
Author: Marianne R. Klimchuk
Publisher: John Wiley & Sons
Published: 2013-01-14
Total Pages: 256
ISBN-13: 111802706X
DOWNLOAD EBOOKThe fully updated single-source guide to creating successful packaging designs for consumer products Now in full-color throughout, Packaging Design, Second Edition has been fully updated to secure its place as the most comprehensive resource of professional information for creating packaging designs that serve as the marketing vehicles for consumer products. Packed with practical guidance, step-by-step descriptions of the creative process, and all-important insights into the varying perspectives of the stakeholders, the design phases, and the production process, this book illuminates the business of packaging design like no other. Whether you're a designer, brand manager, or packaging manufacturer, the highly visual coverage in Packaging Design will be useful to you, as well as everyone else involved in the process of marketing consumer products. To address the most current packaging design objectives, this new edition offers: Fully updated coverage (35 percent new or updated) of the entire packaging design process, including the business of packaging design, terminology, design principles, the creative process, and pre-production and production issues A new chapter that puts packaging design in the context of brand and business strategies A new chapter on social responsibility and sustainability All new case studies and examples that illustrate every phase of the packaging design process A history of packaging design covered in brief to provide a context and framework for today's business Useful appendices on portfolio preparation for the student and the professional, along with general legal and regulatory issues and professional practice guidelines
Author: Julia Bölke
Publisher: GRIN Verlag
Published: 2007-10-31
Total Pages: 63
ISBN-13: 3638847403
DOWNLOAD EBOOKBachelor Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Wernigerode, language: English, abstract: This thesis aims at examining the impact of red on the marketing of consumer goods. It explains the way color vision is created in the human brain and emphasizes the relevance it has for individuals to help orientate in everyday surroundings. The thesis focuses on the color red as it causes strong body reactions such as the increase of blood pressure, eyelid move-ment and breathing frequency as well as the production of adrenaline. Furthermore, people’s different associations with red, e.g. blood, fire, love, hate, life and death are examined. The major part discusses the suitability of using red in the different sections of the marketing mix (Product, Price, Place and Promotion). Practical exam-ples back up literature findings and show that red can be a very helpful tool, for example, to attract customers’ attention for a shopping window or adver-tisement. Following, marketers need to consider that influencing factors such as gender, age, social status, cultural background or product-involvement affect the successful use of red. The case study of Xerox Inc. shows the applicability and popularity of red as a corporate color. At the same time, it reveals limitations to the color choice as the red logo does not differentiate Xerox from its competitors’ logos. Besides summarizing the different ideas of this thesis, the last chapter high-lights that, even though a lot of research has been done, marketers need to decide for each case specifically whether or not to use red in their marketing strategy.
Author: Lawrence L. Garber
Publisher:
Published: 2000
Total Pages: 46
ISBN-13:
DOWNLOAD EBOOKAuthor: Gavin Ambrose
Publisher: Bloomsbury Publishing
Published: 2017-09-07
Total Pages: 212
ISBN-13: 1350034223
DOWNLOAD EBOOKWhile many other areas of design have commercial aspects, the success of a piece of packaging design is inextricably linked with its ability to sell a product. Packaging the Brand discusses the implications of this commercial function for a designer. It explores methods of visually communicating the value of a product to its target audience and examines the entire lifespan of a piece of packaging: from its manufacture and construction, to its display in various retail environments, to its eventual disposal and the associated environmental concerns.
Author: Paula Pérez Sobrino
Publisher: Cambridge University Press
Published: 2021-09-02
Total Pages: 323
ISBN-13: 1108473539
DOWNLOAD EBOOKUsing evidence-based research, this book shows how to maximise the benefits of creative metaphor and metonymy in global advertising.
Author: Harold J. Raphael
Publisher:
Published: 1975
Total Pages: 252
ISBN-13:
DOWNLOAD EBOOKAuthor: Linda M. Scott
Publisher: Routledge
Published: 2003-04-02
Total Pages: 470
ISBN-13: 1135635684
DOWNLOAD EBOOKThis volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue. Written in a non-technical language, this volume is divided into four sections: Image and Response - illustrates the difficulty encountered even in investigating the basic influences, processes, and effects of "mere exposure" to imagery. Image and Word - presents instances in which the line between words and pictures is blurred, such as the corporate logo which is often pictorial in nature but communicates on an abstract level usually attributed to words. Image and the Ad - contributes to our appreciation for the exquisite variations among advertising texts and the resultant variability in response, not only to different ads but among different viewers of the same ad. Image and Object - carries the inquiry of visual response over the bridge toward object interaction. Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume will have a new respect for the complexity of human visual response and the research that is trying to explain it. It will be of interest to those involved in consumer behavior, consumer psychology, advertising, marketing, and visual communication.