The Effect of Packaging Design for Eco-Conscious ... - Tate Ragland

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VALUES What are the roles of brand and consumer value propositions in the production of a visual language to communicate identity Frequency of Value Propositions Connecting Packages and Consumer Identity:
■ the visual language used by brands in their packaging designs determines consumer understanding of brand value propositions ■ overlapping brand and consumer values play a strong role in the incorporation of brands into consumer identity PRODUCTION OF IDENTITY (Aaker, 1996) BRAND IDENTITY value propositions image organizational associations position incorporate execute physical cognitive PACKAGE DESIGN emotional social appropriate track consume performing displaying creating CONSUMER IDENTITY (Saren, 2007)
Page 1 and 2: IDENTITY BRANDING The Effect of Pac
Page 3 and 4: Buyers adopt products, not just as
Page 5 and 6: FRAMEWORK PRODUCTION OF IDENTITY (A
Page 7 and 8: the questions.
Page 9 and 10: the brands.
Page 11 and 12: METHOD ■ Established in 2000 ■
Page 13 and 14: the methods.
Page 15 and 16: 55 PARTICIPANTS METHOD 20 SEVENTH G
Page 17 and 18: PHOTO JOURNAL (Collier & Collier, 1
Page 19 and 20: 19 PARTICIPANTS ■ self-professed,
Page 21 and 22: 1 DIY PACKAGE DESIGN EXERCISE Parti
Page 23 and 24: the analysis.
Page 25 and 26: SORT & CLUSTER
Page 27: the findings.
Page 31 and 32: fair trade practices ■ US company
Page 33 and 34: sleek ■ simple ■ color ■ grap
Page 35 and 36: PHYSICAL ATTRIBUTES Which physical
Page 37 and 38: BRAND IDENTITY How do packages comm
Page 39 and 40: CONSUMER IDENTITY How do packages r
Page 41 and 42: PROFILES What consumer and brand pr
Page 43 and 44: PROFILES TASK-ORIENTED ■ moderate
Page 45 and 46: PROFILES BRAND SNOB ■ high level
Page 47 and 48: GREEN WORKS
Page 49 and 50: SEVENTH GENERATION
Page 51 and 52: INSIGHTS BRAND CULTURES each brand
Page 53 and 54: INSIGHTS METHODS DIY opportunities
Page 55 and 56: REFLECTION RECOMMENDATIONS Collect

The Effect of Packaging Design for Eco-Conscious ... - Tate Ragland

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