Branding Bari 2010 Cleopatra Veloutsou 1

Branding Bari 2010
Cleopatra Veloutsou
Dr. C. Veloutsou
Dr. C. Veloutsou
Dr. C. Veloutsou
Design
Size
Color
Functional, Symbolic,
and Experiential
Components of
Packaging Structure
Information
Labeling
Packaging Structure
Shape
Physical Materials
Shimp T, 2010, Advertising, Promotion and other Aspects of Marketing Communications, 8 th edition, South-Western, ch. 3.
The Use of Color in
Packaging
Colors
Communicate the brand’s ability to satisfy consumer’s
psychological needs
Have emotional effects on users
Create perceptions of elegance and prestige by using
polished reflective surfaces
Can have meanings that vary across different cultures
Shimp T, 2010, Advertising, Promotion and other Aspects of Marketing Communications, 8 th edition, South-Western, ch. 3.
Design and Shape Cues in
Packaging
Effective Package Design
Provides good eye flow and a point of focus
Evokes different feelings through the choice of slope,
length, and thickness of lines—horizontal (tranquility),
vertical (strength), slanted lines (upward movement)
Uses shapes to arouse emotions and evoke specific
connotations—curving lines (femininity), sharp lines
(masculinity)
Uses shapes to promote positive perceptions of volume,
harmony, balance, and beauty
Shimp T, 2010, Advertising, Promotion and other Aspects of Marketing Communications, 8 th edition, South-Western, ch. 3.
38