The Effect of Packaging Design for Eco-Conscious ... - Tate Ragland
The Effect of Packaging Design for Eco-Conscious ... - Tate Ragland
The Effect of Packaging Design for Eco-Conscious ... - Tate Ragland
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■ the visual language used<br />
by brands in their packaging<br />
designs determines consumer<br />
understanding <strong>of</strong> brand<br />
value propositions<br />
■ overlapping brand and<br />
consumer values play a strong<br />
role in the incorporation <strong>of</strong><br />
brands into consumer identity<br />
PRODUCTION OF IDENTITY<br />
(Aaker, 1996)<br />
BRAND IDENTITY<br />
value<br />
propositions<br />
image<br />
organizational<br />
associations<br />
position<br />
incorporate<br />
execute<br />
physical<br />
cognitive<br />
PACKAGE DESIGN<br />
emotional<br />
social<br />
appropriate<br />
track<br />
consume<br />
per<strong>for</strong>ming<br />
displaying<br />
creating<br />
CONSUMER IDENTITY<br />
(Saren, 2007)
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