Background Study
The importance and relevance of the designs in the present world is high in the present business world. The businesses today rely on different aspects of design in its communication process. The differences are created with the changes in the ideas, visual arts, chromatics and typography. In some cases, the typography is used for the logo or the advertisement with the combination of colors. The use of art and aesthetics in the corporate world has given faces to thousands of companies and millions of products. This study is an effort to understand the different aspects of the packaging, the use of art forms in the same and the feelings of people in general for the same.
Hypothesis
The distinctive characteristics and artwork of the designs like typography, visual art and chromatics of logo helps people differentiating products.
The typography, visual arts and chromatics are the most important aspect of product design and logo that convey about the product characteristics in the corporate communication.
The typography, chromatics and visual arts of the corporate artwork help in creating identity for different product categories of the same company.
Aim
The aim is to study the designs of the different product categories of the same company in order to identify the distinctive characteristics under three important design aspects of logo i.e. typography, chromatics and visual arts.
Research Objectives
To understand the role of colors of the logo of product with respect of product and target audience attributes.
To study various typographical attributes of product logos of different product categories of the same organization.
To compare and study logos of different product categories with respect of their graphical elements related to visual art.
Research Questions
How people respond to different forms of packaging
What kinds of aspects are noticed by the people when they see packaging of a product
How emotions are linked with different aspects of packaging
In which way, corporations use different forms of visual arts to differentiate its product and categories
How these impact the customers or viewers
Structure of the Paper
The paper is divided in five chapters. The chapter 1 is introduction where the information regarding the project and related aspects has been discussed. The literature review section consists of different aspects of the packaging, visuals and art forms used in the corporate world in the graphic designing and corporate communication material. The research methodology section provides information regarding the research design and how the actual research has been conducted. This is followed by chapter of research findings. Research findings chapter is a crude presentation of the data. The data collected from the primary research is presented with the help of graphs and charts. The Analysis and Conclusion chapter provides is the part where researcher analyses all the information and presents the conclusion.
Literature Review
Corporate Communication
Communication process is defined as the combination of ideas, emotions, faith belief and actions transferred from one individual to other. A proper communication requires adequate knowledge of rules of communications, norms, cultural issues and other aspects of the social and cultural environment. The visuals of communication material depends on the type of message organization wants to communicate. The presentation gets change accordingly. The role, status, relationship, purpose, individual characteristics and attributes of the cultures have impact on the designs. The two types of the communication renowned by Hall are as follows
HIGH-CONTEXT COMMUNICATION CULTURE
Mooij and Marieke (2004) have described the implicit and explicit part of the context, internalized person and context. The use of language along with actions, signs and signals are important aspect of the communication process. In the Japanese culture the silence is considered as disagreement. The high context cultures are the collectivist cultures. The visuals, symbols, actions and behavioral patterns of these cultures are visually oriented.
Coca Cola in China
LOW-CONTEXT COMMUNICATION CULTURE
Here the explicit communication messages are received by the receivers. The communication languages are direct and unambiguous. It is called Low-context communication cultures.
These cultures demonstrate high value and positive attitude toward words. Western cultures such as Germany, Switzerland and U.S. are low-context cultures. Since information in the individualistic cultures is in the words, consequently people in these cultures are more verbally oriented. (Mooij and Marieke K. de, 2004)
Coke US Promo
Corporate Communication
Corporate communication material consists of variety of material that helps the organization to send it message to the target audience, create and maintain the organization visible across the stakeholders.
According to Argenti and Forman (2002)
By corporate communication we mean the corporations voice and the images it projects of itself on a world stage populated by its various audiences, or what we refer to as its constituencies. Included in this field are areas such as corporate reputation, corporate advertising and advocacy, employee communications, investor relations, government relations, media management and crisis management (Argenti and Forman, 2002 pg 4).
In The Art of Rhetoric the Greek Philosopher Aristotle had argued regarding the ways audiences can be persuaded like through intellect and sense of logic, playing on audiences emotions and projection of a sense of worthiness (Argenti and Forman, 2002 pg 126). The corporate communication material and designs help in stimulating the intellect, sense of logic, emotions and create the trustworthiness in a long run. Corporate communication helps in creating consistent identity, image and brand features. It also helps in mobilize support corporate objectives and facilitate communication.
According to Peters (as cited by Argenti and Forman, 2002 pg 101)
The design and aesthetics that attract and maintain consumer loyalty are about love and hate, not like and dislike (research shows that long term consumer attachment is tied to a product or service) - like does not a long term-relationship cement.
Historical Overview of Designs in Corporate Communication
The actual starting of the use of packaging and logo design is not easy to determine by the researcher and professionals. However the researchers believe that after the first world war, before 1950s when the industrial revolution started, this was the revolutionary period for the graphic designing and corporate communication. There are various brands that are more than hundred years old i.e. Lifebuoy soap, LUX, Western Union, The New York Times and others. The growth of the industries created demands for the corporate communication materials and designs. On the other hand the education systems of different economies started offering and including the courses for the modern architecture, drawing, designing, painting and other creative fields.
The initially the art of packaging was limited in informing the target group regarding the product features or giving important information like name, volume and others. The communication material was often the hand made material or designs.
The experiments with the typography are the integral part of the designing that can be traced back to the printing of book in the year 1896 by William Morris that was based on the medieval manuscripts. Different typefaces originated at different time are as follows
1420 Roman by Nicolas Jenson
1540 Garamond by Claude Garamond
1734 Serif Typefaces by William Caslon
1948 Palatino by Herman Zaph
The Roman typeface inspired the development of the other typefaces. There have been various developments in the typography from the hand made designs to the introduction of technology in the same this is one art field that provided various opportunities to the designers in the preparing corporate communication material. The Medieval and Renaissance period was the Golden age for illuminated manuscripts. The use of gold, colors, and gems helped in giving 3D and illuminated effects.
There have been various art movements in 19th century. Some of these rejected the ideas of industrial revolution in the art forms and others included various forms of art into the same.
An issue that will always remain with advertising is the issue about type face choices. The major issue within the type is whether or not the type overall fits the advertisement at hand and if the type as a whole works together. If this is not done correctly it will not be read correctly by the viewers. After World War I advertisements seemed to take on somewhat of a new look in the sense that they were taking many chances with layout and concept. Various typefaces, sizes and colors are used to try and be modern, but in the end it either works or it doesnt. For the most part during this time period the advertisements, or at least the posters and press advertisements relied on very flat images. (Graphic Design, OTIS Education, 2007)
Below is the Lifebuoy advertisement of late 18th Century. The advertisement consists of long message with the visuals of a Fisherman. The brand name is written in different type face and style than the rest of the message and has been underline. The word more has been underlined to emphasize on the message. Black and White drawing is developed with sketch. The hand made design is effective.
Life Buoy Soap in 18th Century (No date available)
Early 1900s
The second image of the product features visuals of a woman, includes the products visual and emphasizes on the message B.O (Body Odor). The variation of typography is very interesting in terms of font type, size and thickness. The space between the letters is also different in each case.
Lifebuoy Early 19th Century
The late 19th century and the starting of 2000, the brand experienced various changes in design in terms of look and brand image. The all capital letters of the LIFEBOUY was replaced with the title case Lifebuoy. This was done in order to introduce the soft touch in the product. The target audience is no longer the fisherman. The product positioning has also been changed from rough and tough outlook to hygienic, fragranced and soft product for the production of family. Various visuals have been introduced on the product package consisting of individuals, family, children, mother with child and others.
Lifebuoy in late 19th Century and present
The history of the way of Colas Pepsi Cola and Coca Cola is not only of the interest of management people but also is interesting for the designers to see how the present brand image and packaging of these two companies have developed and how the cola war led to affect the designing aspects of the products as well. Pepsi Cola in order to present itself as a drink of youth has shortened its name and logo to PEPSI. Coca cola on the other hand has maintained the same name by the typographical changes have been introduced time to time as presented in the image below. Pepsi and Coca cola has experimented with the chromatics, visuals and typography in the communication materials.
Logo Evolution of Two Cola Giants
Packaging
Packaging has been defined differently by different authors and researchers. According to Hine (1995) the value of packaging in terms of psychological factors are high. These psychological factors are feelings and excitement among the person buying or receiving it. Hine further elaborates that the package and anything on a package triggers the feelings of excitement. It also communicates about the brand. The trustworthiness, personality and set of beliefs are carried by the package of a product or service.
This effective tool allows the corporate to convey the message regarding the product, create feeling of excitement and interest. OShaughnessy OShaughnessy, (2003) have given different meaning to the packaging in terms of the brand image. The brand image can be enhanced with the proper use of packaging.
There are thousands of products that can be identified with the color of packaging, shape or the typography. Color is one of the main and very important aspects of the packaging and branding. The colors allow organizations to differentiate the packaging of different products under the same categories or the variants of the product. For example the corporate identity of IBM is typographical with blue color and similarly Coca-Cola is red colored and typographical.
Components of Packaging
There are various points of views for packaging. On one hand packaging is considered important component of the product business world and on the other hand these have been important aspects for the modern designers. The packaging decisions involve various types of decision making. The significance of the packaging in the modern business world is high. There are various researchers and professionals who have described the main components of packaging with different points of views (Sonsino, 1990 Vidales Giovannetti, 1995 Hine, 1995 Underwood et al., 2001 Cervera Fantoni, 2003). There are two distinct blocks of components of the packaging. These are as follows
Graphic Components Color, Typography, Shapes, Images, Pictures
Structural Components Shape, Size, Material
Shapes and Pictures
Images communicate about value by giving an appearance and aesthetic value to the packaging. It helps in creating meanings for the products. These shapes, pictures and images are used with reference to the context, their effects and overall impact on the communication material. The semiotic perspectives of the packaging provide the image of the product. The meanings attached to visuals are different across the cultures. According to Mooij,
Pictures fit in schemata people have, and schemata vary by culture. A picture, meant in one culture to be associated with freedom (e.g. lion), may be known in another culture to represent strength. (Mooij and Marieke K. de, 2004)
Typography
This is one of the very important and effective aspects when it comes on the effective designing of the corporate communication material. The texture, weight, types of fonts, size of fonts, color of font, brightness or darkness, set of letters, numbers or characters, alignment of text and various other aspects of the typography are used to create differences and effective designs. The space between the lines of the text (leading), adjustment of the space between the characters (kerning), decorative strokes at the end of the main strokes of the letters (Serif) and sans serif is used for including variations in the typography of a design.
The typographical differences are prominent in the logo and communication materials of many organizations. The logo of IBM consists of just three letters with blue color and normal and common font type. This makes it very close to the target audience and recall. The second appropriate example can be of the Google website. This is an international organization which had users from all across the world. The Google homepage consist of the Google logo and search tool. The regional language options are given in this section for all the countries across the world. Not only this, Google creative team utilizes the cultural and social aspects, images and occasion in order to introduce changes time to time in the logo.
Google China
The figure of Google China shows the welcome of Beijing Olympics in China.
Google India Holi
The colors on the image indicates the festival of colors of India in which people use various colors to color each others faces to welcome the seasonal change with joy and merry.
Google France
The simple France indicates that this image has been taken from the homepage of the Google France. The typologies for the regional languages are different but have a consistency of the Google image.
Colors
According to Hine (1995) color is the most potent tool for emotional expression in packaging. The brightness or lightness of the colors or shadings make an enormous emotional difference in the way viewer can feel. The colors have their own qualities. Colors can be warm, cold, heavy, cheap (like yellow), happy, sober, and so on.
In the views of Hine (1995) the importance of emotional, cultural and expectation can be conveyed through the use of different colors in packaging. Colors have the ability to trigger physiological reaction in the receiver which can be emotional. Blue can clams the person and red can make the levels of adrenalin go high. The symbolic qualities of the colors in different cultures have different meanings. However in the west the meaning of color white is delicacy, black is mourning or business red is strength, vitality, excitement, danger yellow is youth, hope, and cheer blue is harmony, honesty, and calmness green is the outdoors and country life and brown is friendliness, trust, and reliability.
Colors are known to posses emotional and psychological properties (Hevner 1935 Ward 1995). (As cited by Thomas et al., 2000)
In general the meanings of the colors as assumed by the artists, designers and painters are similar to the above mentioned. The color blue is considered strong, important and peaceful. It is often associated with the intellectuals. The green is considered as a sign of growth, life, environment, healthiness and wealth. The color red is considered color of passion and joy. This is a warm color and heat and power is associated with it. Pink color communicates about the softness, romance and associated with playfulness and sweetness.
Yellow color is color of cheer, joy, remembrance and friendship. Orange color depicts energy and health.
The neutral colors like black, gray, silver, white, ivory, brown and beige has their own significance and meanings. The black is mysterious and considered sophisticated. It is sign of end and death in some cultures. The glamour is attached to the silver color whereas extravagance is the part of Gold color. White is sign of purity, color of angels, softness and innocence. Brown gives the meanings of simplicity. These three sets of colors warm, cool and neutral provides designers a wide range for combining them for any design concept. The right proportion of colors in any design helps attributing specific value and gaining attention of the target audience and conveying the message of the design. The colors have their own personality and ability to attribute this personality to the visuals.
Howard (1992) argues that colors of the packaging and gift wrapping have significant impact on the attitude of the people involve in it. These bring and repeat the joyous events and add on to their happy mood and develop the positive attitude about the overall incidence.
According to Hine (1995)
Different colors come to be associated with certain product categories. Yellow packaging for margarine echoes the coloring found in the product itself. Pink is feminine, and gray is masculine, with one mens fragrance specifically calling itself Gray Flannel, while blue is not something associated with food products. On the other hand, certain colors are deemed wrong for the occasion green is considered unlucky in a wedding dress but is otherwise associated with anything natural, while in the United States red, but not maroon, goes with low prices.
The colors have different perception in different cultures. There have been various studies conducted in order to understand the meanings and associations of the colors in different cultures.
According to Wexner (1945, p.434)
Red is more often associated with exciting-stimulating, orange with distressed-disturbed-upset, yellow with cheerful-jovial-joyful, and black with powerful-strong-masterful.
There was a survey conducted Adams and Osgood (1973). The findings of the survey revealed that blue was the highly evaluated color among the respondents. It was followed by green and white. The colors like black and red had been the most potent colors among the respondents. Ward (1995) concluded from his study that the colors blue, red and green are the most popular colors. Wiegersma and Vander Elst (1988) from the cross-cultural study, reported that blue is the color chosen most often by the respondents.
Gunnerod (1991) conducted color preference study in the Japanese and Hong Kong. The Japanese consumers prefer white color. The consumers from Hong Kong preferred red. Tektronix (1998) studied the impact of Orange color. This color was considered one of the most sacred colors in India, among the Hindu community, whereas orange is not even considered as separate color in the cultures like Zambia.
The meanings attached to the colors in US culture are slightly different. The color BLUE is linked to the wealth, trust, and security. The color GRAY givers the meaning related to Strength, Exclusivity and Success.
The cheapness is associated with the Orange color. The same color is also associated with the happiness along with yellow and blue color. The colors red, black and brown are often associated with the sadness.
The color perceptions are very different across various cultures. Red is prominent color of Dutch where as in US it is blue. BLACK and BROWN are the Sad and Stale colors of various cultures. The same color is linked with the Formal behavior in Brazilian culture along with Columbian and Taiwanese. The Masculine aspects are linked with Black and Brown colors in Austria, Hong Kong and US.
The peace, gentleness and calmness are the aspects of BLUE, GREEN and WHITE colors in almost all the countries. Colors like GOLD, ORANGE and YELLOW are close to each other and are not linked with any strong meaning and give different meanings with the combination of different colors. White is the color for the bridal dress in many western countries whereas the same is the only color Widows can wear in Hinduism in India. This is the color of mourn and people wear it in death ceremonies.
Boyd and Mcconocha (1996) explain the importance of colors in the areas of communicating about the better usage of the products and services. Packaging in general has significance from protecting the product to communicating about the product. The integration of all makes it challenging for the designer to maintain the designing as well as the corporate objectives of the packaging. However, the same challenges have helped designers to come up with some of the very excellent artworks in terms of corporate branding and packaging. The packaging designs can be of structural design or creative design. The age and target audience of the product are also the factors of consideration among the designers.
As Howard (1992) states Childrens packaging is often a combination of unusual form and complex surface decoration. When my painting teacher in art school called me a great surface decorator, I knew it was not a compliment yet, childrens surface decorating is meaningful and significant.
The lines appearing in Birmingham Post (2005) provides the importance of design in packaging,
The bottle blends vintage and modern elements, while the packaging uses Williamsons signature color combinations of delicious pink and purple.
The structural elements and the colors of the packaging have been associated with the target consumer groups. The packaging also included the information regarding the important features of the product.
Aesthetics
The aesthetic is linked with the beautiful and attractive art form. The Aesthetic experience is defined by Russell et al (1997, p 125) as the experience of pleasure or displeasure caused by a stimuli. The stimuli are perceived as being beautiful or not beautiful, attractive or un-attractive, and rewarding or unrewarding by the receivers (Russell et al., 1997. p.125).
The creation of aesthetic value involves visuals, different types of shapes, use of language and combination of all. The visuals and their impact differ from one culture to other. The use of colors by designers varies from one culture to other culture as well as the target audience. The aesthetic appeal for the individuals belonging to different part of the world also differs.
Asian cultures have so much of variations and the complexity of the designs and visuals are very important. The use of colors and shapes are also different. The uses of bright colors have their own meanings in the Asian countries. Asians value complexity and decoration. The use of multiple forms, shapes, colors, use of natural objects in the designs and decorations creates identifiable differences according to the region. Chinese, Thai, Malaysia, and Indonesian aesthetics would be full of multiple forms, shapes and colors. The balance of aesthetic elements results in the beautiful design. The harmony of expressions is the result of balancing the elements beautifully. The naturalistic expressions in the designs like mountains, natural landscapes, flowers, tree, animals, human and their impressions in different forms, phoenixes and others are very usual in the packaging and advertising. Mooij and Marieke (2004 pg 196)
First, Asians value complexity and decoration they love the display of multiple forms, shapes and colors. This feature is most pronounced in. Second, beauty means balancing various aesthetic elements harmony in aesthetic expression is seen as one of the highest goals. Third, Asian aesthetic expression values naturalism. In China, symbols and displays of natural objects- of mountains, rivers, and phoenixes- prevail and are frequently found in packaging and advertising. Finally, colors seem to have different meanings and aesthetic appeal in Asia-Pacific region than in the West. (Mooij and Marieke K. de, 2004, p.196)
Psychological Processes
The psychological process is very important to understand audience response. The factors impacting the psychological process are size, color, intensity, contrast, position, directionality, movement, isolation, novelty, learned stimuli and attractive spokesperson. The visuals, images and pictures have significance in attracting the attention of the target audience. The non verbal aspects of the packaging and designs talks more in terms of gaining the attention (Alesandrini, 1982, Bolen, 1984, Underwood et al., 2001)
Research Methodology
Introduction
The chapter provides information regarding the research design and how the research has been conducted.
Research Design
The research conducted in this study is primary research based on a structured questionnaire developed with the help of inputs from the literature review sections. The primary research allowed collecting first hand information from the target audience (Creswell, 2003).
Instrument of the Primary Research
The instrument used in the primary research consists of twenty open ended questions along with a section of personal details where the name, age, gender and employment status of the respondent has been asked. Various visuals of brand name, images, packaging and logo have been included in order to get the responses relevant to the designs of the same.
Data Collection Process
The data has been collected in person by the researcher. Each respondent was explained about the objectives of the study and asked politely if he or she was willing to participate. In the case, individual agrees to respond, researcher was providing the questionnaire.
The number of responses for these types of study is usually taken thirty or above thirty. The number of respondents in this case have been fifty (Creswell, 2003, Tulls and Hawkins, 2001)
Ethical Issues
Respondents were ensured about the use of information for the purpose of this project only. The anonymity of the responses has been maintained as promised to the respondents.
Limitations of the Research
The research limitations have been time and resource limitation. The topic of the study has been very vast in terms of availability of the material and researches conducted in the past. It was very challenging for the researcher to identify the usable resources which are relevant to the topic of research. The overlapping of the sub-interest areas of designing of corporate material and Marketing and Brand Management of the management stream made it very difficult and challenging to maintain the individuality of designing stream.
Date Analysis
Data has been analyzed with the help of tables and charts and grouping the similar responses.
Research Findings
Question 1 Familiarity with the brand image
The familiarity of the products Puma, Pampers, Dove, Olay and Head Shoulders is high. Ariel, Tide and Old spice are the most unfamiliar products.
Question 3
Puma
The impression of the Puma has been good and energetic for most of the respondents. One of the respondents felt the brand to be ugly. The adjectives like sportive, famous, convenient, pretty nice, young, good quality and others have been given to it. One respondent recognized the black leopard and other identified it a cheetah. One respondent commented Popular and well-known because of lots of promotions and advertisements broadcast on TV. But personally rarely do I use or even experience these products. One respondent felt the logo signifying an expensive product. Nine respondents had not commented on the same.
Pampers
Thirty nine respondents recognized the brand for being famous, hygienic, baby product, children product, baby care product, pretty nice, famous in world, soft texture, comfortable product, cute, products for babies only, health of baby, good quality, brand selling products for babies to use and other. One respondent stated that its connotation is equal to diapers. The remaining eleven respondents were not familiar enough with the brand to comment on the same.
Tide
Sixty eight percent respondents had no idea about what it is. The twenty eight percent respondents either had no idea about the product or had no feelings regarding the brand. The remaining respondents identified the brand in the following ways the priority for choosing washing power, house ware, good quality, pretty nice, popular and well known, body care, effective in getting rid of dirt and stain, detergent, laboring and chemical for washing clothes.
Gillette
Forty percent of the respondents were not familiar with the brand, particularly the female respondents. The remaining respondents associated the brand with shaving product, mans product, mans thing, for man tough and strong, popular well known and established brand, a famous shaving products brand, mens care memorable commercials with football stars, superstar in the commercials, professional, sharp and cool, old brand, cheap and good quality, Thierry Henry, Tiger Woods Ariel
Thirty seven of the total respondents had no idea about the brand name. The remaining respondents identified it to be cleaning powder, popular and well established brand, shampoo, pretty nice, motor and effective in getting rid of dirt and stain and chemical used for washing.
Head Shoulders
Twenty two percent respondents did not comment anything. Anti dandruff shampoo, Cheap, just so-so, hygiene, health and care, clean and fresh, shampoo that helps in moisturize hair, quite visible in the media, clean, pretty nice, good shampoo, effective in cleaning and removing the scalp, green and trendy, expensive, hair and bath, cheap and bad quality, Vivian Chow long hair, Michael Cheung Dandruff, no way, not really as good as commercials are some of the feelings towards the brand as shared by the respondents.
Old Spice
Only four out of fifty respondents were aware of the brand and the product.
Q. 5 Color, font size and font type and overall look
The response regarding various brand images and packaging are as followed
Table 5.1 Puma colorhappy, hot, warm color, color is eye catchy, sportyfont sizeSuitable, Normal, Good, Not special, font typeOk, Normal, clear to reach, All in capital letter, Good, overall lookeasy to recognize, image makes feel that it is related to speed, professional, Jaguar at right upper corner makes it more professional and live, nice, appropriate, sharp and clear print of word, trendy and graceful, active, logo is easily identifiable, typical, catchy
Table 5. 2 Puma
color Purple gives feeling of high class, clean and elegant feeling, color not eye catchy, romantic, the panther image makes it easily distinguishable from other brandsfont sizeComparatively small, not easily readable, font type Simple not very attractive, suitable, difficult to see, overall lookVery sharp and clear print of word, trendy and graceful, active, logo is easily identifiable, typical, catchy, High class, Monotone, cool, Lady, color not eye catchy enough, lady, looks like perfume signifies silence, so-so, not very attractive, trendy and graceful, Man, Panther seems isolated and flying away, overall speaking bit blank, color for man, overall look is good, modern looks. The message I am going is bit strange for Puma product.
Table 5.3 Puma
Blue color looks sporty, white graphics are more eye catchy, sense of calm and quiet, color is dull, Blue with white gives sense of nature.Acceptable, small simple, makes the brand name noticeable, More bold fonts would have been appropriate.fresh and moistly
Young feeling, feels like shampoo or bath gel, brand name not clearly visible, refreshing, summer, old fashioned, freshness, soft, colors not appealing, no features color used is dull, bad and unattractive,
Table 5.4 Puma
ColorCool, too red, its bloody red rose- red which is a mismatch of the product and the brand image, bright and indicates that product is for females, Color If the product is a cream, it will be odd to have red color. Red color glass in this shape usually represents X.O., instead of this cream, font sizeAcceptable, suitable font typeOk, smalloverall lookA little bit queer the elegant package does not match the image of the brand, nice, monotonous, feminine, enthusiastic, elegant feminine, eye catching, stands out, romantic, sharp and eye catching, simple and small impact, lady fragrance outlook, passion, girlish, funny, old fashioned, overall look is average, fashionable and trendy, eye-catching on the red color, but feels dizzy for putting too much red. Unlike PUMA which has red on the characters only, (d) has a whole piece of red being painted on the cover of the cream and the box, looks dizzy. Circular design is interesting.
Q. 6. Puma is attractive, quite clean simple. The jumping animal makes feel sporty. All the images of Puma give the specific impressions i.e. sports, energy, young and nature. The logo is cute and recognizable. It should be popular for young people in substance. The images are stylish and energetic, unique and can be identified and recognized easily. Attractive colors, instantly recognizable logo pleasant-looking colors, very simple but its very remarkable because of the panther image, quite distinctive and stand out from other brands. Classic, Jumpy, hot, active represent for mainlander, popular and easy to get that it is sporty products. Images are fresh and excitatory, lively and vivid images look noble and seem to be suitable for man than woman. It is sporty and better than Adidas. Use of animal Puma is energetic, sporty.
Q. 7 Color, font size and font type and overall look
Table 7.1 Pampers
ColorFont sizeFont typeOverall lookAColor of Pampers and the heart is not entirely match it can change to pink or other warm color, colorful, complementing colors has been used, attractive colors, effective use of hot and cold colors, pale blue is matching with general feelings of target consumers, peace, safe and happiness, the pale blue and yellow is cute combination of colors and font types. Too big, medium, suitable, catchy Can be use a cute font, e.g. comic sans ms, quite match, nice, lovely, catchy, fonts like hand writing and give more sense of closeness and spontaneity.I would not realize it is a product logo for babies if I have no understanding with the brand, smart, sharp and happy, comfortable, huge, nice and appealing, classic logo, sense of hope, The font size and font type is protruding, the heart shape that sun light surround the heart. Makes to think of children and feels caring
Table 7.2 Pampers Cruisers
Purple should not go with green, It seems green, blue and purple are not matched, which makes it like selling sanitary towel rather than diaper. Very bad color combinationSuitable, comparatively small,Suitable, feels like handwrittenThe purple background is dark, when it is a product for baby.
Beloved, huge and appealing.
SMART, Care
Sweet, not clear, not eye-catching enough, warm
Comfortable,
Ordinary, very warm and fit the taste of the parents
Table 7.3 Pampers Active Baby
Bright blue can be used instead of aqua blue, bad color combination, red neither matches nor goes contrast, very warm and matching to the taste of parents. better than b., but look a bit dull as well suiting the nature of the product overall look the red-bit looks weirdSuitable, attractive, catchyPicture Bs front type is better, font type does not match with overall looks, looks like something of baby useAcceptable, not real, Happy, dynamics movement of children, the red stripe is eye catchy.
Table 7.4 Pampers Sensitive
Very attractive, smooth, appropriate to the packaging, Very attractive, looks as if hand written, giving a sense of closeness and spontaneityThe outlook of product can give me a soft and comfortable feeling, esp. there is a picture of a baby peacefully sleeping, sharp angle and warm picture, comfortable feeling, harmony of image, font, colors of the package, sweet, pure. Good to put white there, gives people a sense of comfort and smoothness looks something of baby use, suiting the nature of the product overall look.
Q8. Pampers makes to feel comfortable, easy to notice, have harmony of the colors, picture and fonts. Images used depict health and are Positive. Lovely and presentable babies are the part of images used. The heart is special for health and with care for baby. Care and love from mothers shown on the packages. Suitable color tone and shapes, User-friendly, funny and get it about the care, health, soft, comfortable , cute, traditional, easy to remember and recall, adorable and attractive. Babys underwear that is clean and comfortable. Its very cute and it fits the baby product line very well. Use bright colors which help to catch consumers attention. The design of the brand name is good and attractive, but overall design is too common. The font is too simple, a bit difficult to recognize. The white and blue colors may suit the product best
Q. 9 Color, font size and font type and overall look
Table 9.1 Tide
Suitable, good, The font size is very big and so very clear to audiencefont type Straight, directly, clear and powerful. The font is interesting and captivating.
Font type is computer-generated ( mechanicaloverall lookNice, smart, good, The color, font size and font type is protruding. Attractive. Match to that is a cleaning product. And a young image. Clear and readable, smart, sunshine, colorful, whirl, eye-catching, sharp, attractive. They are ordinary and sunny. Its very bright and attractive. Good contrast of colors.
Table 9.2 Tide Clean Bleach
Sharp, great contrast, combination of red and blue is attractive.font sizeThe font size for brand name is much bigger than the product namefont typeClear, appropriateoverall lookGood. Brand name is prominent than the product category. Logo very big, Eye catchy. The small piece of picture with white and blue colors gives the feeling of nature and cleanliness.
Table 9.3 Tide Product
ColorUse of white makes it attractive and helps the other colors to standout properly. Sharp, vivid,font sizeSuitable, small font sizes for the product information.font typeClear, overall lookGood, The color of bottle seems warm, but the green color of the makes a big contrast that it seems they are not matched.
Q 10. Tide product color is sharp and but dull. The images are not fashionable but already smart enough. The logo is somewhat not related to its product. The large logo on the product packaging was making it difficult to know the product category. Simple, color font type very strong and very powerful. It looks like powerful in something
Its very attractive and distinct since its very large and colorful. Use bright colors which help to catch consumers attention.
Q 11 Color, font size and font type and overall look
Table 11 Gillette Very cool color like scientific kind of product signifies professionalism, simplicity, and noble, original, commercial looking, only words and clear words. Color feels masculine. Color sharp and attractive, masculine, background should not be mud brown. White and soft blue gives cyber feelings. Fusion word stands out from the white background, standing out of the dull brown background. The brown background and blue color quite match. The blue curving line is cool.Very cool, cyber like, modern, highly technical use of colors and combination of colors in the packaging. Use of silver makes it attractive.
Looks like magic with that blue background and the white thing around the brush.Font SizeAppropriate, normal and simpleSuitableAppropriate and simpleFont TypeGood, little mismatch with the product of the brand as the brand is for men but the font type is rounded, do not have a masculine sense. The Font type and color make it overcrowded, boringMechanicalAppropriate, flowing fontsOverall LookManly, clam cool, target for men, dull and intense and serious space between some characters, feels boring, high tech, strong, tough. Easy to make out that is target for man.The background color, which have a sense of dirtiness, gloomy, reader friendly, powerful. Clear brand and variant name. Gives the feeling of odd, fast, furious, trendy, fresh, curves matches the message, Image has prominence and practical than aesthetic. Clear brand and variant name. Reader friendly. Fast, furious, smooth, manly, confident, new and fresh, overall look excellent. Sense of motion by the curves.
Q. 13 Color, font size and font type and overall look
Table 13 Ariel
The response ranged from eye catchy images, quite fresh may be because of the use of blue and green, innovative, attractive words. Clarity of product variants in the image s b and c. The logo is bold and prominent than that of variants. The circle added to image b makes it more attractive than the image a. The image b seems to have 3D effect. The absence of the rings in the image c makes the appearance dull. Colors are contrasting and attractive. The images give the feelings of freshness. One respondent stated that changing the color of the term ARIEL has helped in making it prominent and standing out of the circle. Font size is appropriate, but the font type is too formal which do not match with the star and the background color. It seems quite environmental-friendly and fresh. IN the image c The larger character makes the whole logo stand out even more font type good Overall look It looks better to have a bit of white background and space around that Ariel characters, made that word really stand out. It is also good to take away that star around ARIEL. Without the star, suddenly the brand name stands out. Very successful in representing something related to washing clothes.
Q. 15 Color, font size and font type and overall look
Table 15 Head Shoulders
Different colors used in the curves of the bottle make a good match with the blue color of the cover.The color combination is very attractive. how the purple streaks combine together to make a circle.font sizeSuitable, appropriateGood Appropriate font typePlain, Font type is look clear and the brand, logo and products color very match. It looks nice to be italic when the characters are a bit longer. SuitableClear overall lookEasily recognizable text, Diversified range of products has similar tone. It looks dynamic to have different kinds of sharp colour on the products catch attentionFont type is look clear and the brand, logo and products color very matchs bit out-dated. The bottle design of c is not really user-friendly. The image is clear and interesting. It is related with color.
Cold color, small font type and size, clean. A special design is apply on the design of the vessel. It is excellent. The pair is interesting. They form a circle by the purple line
Q. 16 The three images of Head and Shoulders are clear and integral, matching color tone and feel and comfortable. This has freshness. The design of c makes feel that individual is willing to look at the text inside the two part logo. The circle gives a sense of smoothness and motions but the font of the title doesnt associate with that. It is nice for the visuals all to be lower case. Somehow the characters are longer and thus it is better to have them lower case than upper case. It is simple but good. The design of the vessel is attractive. Its good to have different colors on different bottles.
Q. 17 Color, font size and font type and overall look
Table 15 Old Spice
The formation of blue, white and red would make me think of France.The logo gives the feeling of England or France due to color and sailboat shape.Although few color is use, it is appropriate, eye catching contrast of colors. White helps the logo to stand out clearly.Font SizeSuitableSimple Slightly bigFont TypeA font that expresses the 1930s feelingSimple, old style, O and S are big and different.Not clearOverall LookThe logo gives me a feeling that this brand has a long history as the logo is quaint. Flag like colors. Old fashioned and circle gives sense of smoothness and motions, sharp and big enough to be distinctive. The impression is quite American style design and use of color. Attractive, Old fashioned, attractive, sense of purity, peace and health.
Q 18. However all of the Old Spice images feel like old fashioned or image of a very old brand. The pure colors are used. The overall presentation is charming, clear and comfortable. These give feeling of history and tradition. It is eye catchy brand and classy brand.
Packaging helps in communicating about the personality and values of the brand and triggers the sales. The favorable beliefs attached to the packaging are the important aspects for any brand. This favorable beliefs and image is created with the help of well designed package. The well designed packages transform the lifeless image to the sense of novelty and worthiness.
The attributes of the packaging that constitute an overall presentation of a product are as package design, color, typography, chromatics, material used in packaging, occasion of packaging and good use of designs. Good design gives intrinsic appeal to the package. This is very essential that the intrinsic appeal is aesthetic. There have been various researches conducted to understand the impact of regional differences on the aesthetic impact of the designs, similarities and differences in the aesthetic appeal in the same. The aesthetics can be seen in different communication material from the packaging, brochures, advertisements, website, designs of stores and overall look of the organization and its store. The aesthetic principles are used in every kind of communication aspects of the organization.
Justification of Research Objectives
The first research objective was to understand the role of colors of the logo of product with respect of product and target audience attributes. In the primary research all the questions from 5 to 20 consist of the brand images of the product of the same corporation Procter and Gamble. The organization has developed different product categories of different products. All these products have multiple variants and separate designing team working for creating the visual differences of the brands. It is evident from the study that the typographical attributes of product logos of different product categories of the same organization were completely different. The consistency of the image was maintained to certain limitations for a product group.
The graphical elements like color, typography, chromatics and use of visuals have been very difference across the product lines studied. In the products like Pampers, Old Spice, Gillette, Tide and Ariel the name of the brand was very prominent due to the typical use of typographical elements. The colors have been giving different messages to different respondents. The same product was categorized as the most liked image and the disliked image by two different respondents. The image of Old Spice for one respondent was old fashioned and not attractive, it was attractive for other. The reason for differences can be many from individual preferences to cultural or social differences.
Justifications of Research Questions
The research questions were to understand the response to different forms of packaging. The study clearly indicates that people respond on the basis of the colors, use of font type and size, visuals and the combination of all. In the images of Pampers diapers, most of the respondents find the image of Pampers Sensitive to be the most appealing due to the visuals of mother holding sleeping baby. Respondents find it sensitive and comforting. The prominent use of white color along with green added to the attractiveness of the packaging and the overall result was that this has been the most favorable image of all.
When people look at the packaging of a product, the most important factor to gain attention is the color of the packaging. The proper use of color makes the product stand out from the shelf. The visual images, font type and size also attract the attention. The familiar brand has more chances to stand out as indicated by respondent for Puma, Gillette and Old Spice products.
People like and dislike products based on their understanding of the visual aspects of the packaging. The products already in use have more chances to get accepted by the consumers. Respondents link the colors, images and visuals and overall packaging to different emotions and meanings. The color of Gillette for some consumers was attractive and sophisticated whereas other group of respondents found it dull and highly unattractive. The likeliness of second group of consumers trying Gillette would be lesser than the first group.
The elements of visual arts help the corporations to create differences among different categories of the products and extend the differences to different variants of these categories of the products. These elements of packaging are strong enough to encourage consumers to find more about the seen products and drive them for the action of trying the product. Therefore the different elements of the packaging sensitize the emotions and feelings of the viewers with the variations in color, chromatics and visual arts.
The importance and relevance of the designs in the present world is high in the present business world. The businesses today rely on different aspects of design in its communication process. The differences are created with the changes in the ideas, visual arts, chromatics and typography. In some cases, the typography is used for the logo or the advertisement with the combination of colors. The use of art and aesthetics in the corporate world has given faces to thousands of companies and millions of products. This study is an effort to understand the different aspects of the packaging, the use of art forms in the same and the feelings of people in general for the same.
Hypothesis
The distinctive characteristics and artwork of the designs like typography, visual art and chromatics of logo helps people differentiating products.
The typography, visual arts and chromatics are the most important aspect of product design and logo that convey about the product characteristics in the corporate communication.
The typography, chromatics and visual arts of the corporate artwork help in creating identity for different product categories of the same company.
Aim
The aim is to study the designs of the different product categories of the same company in order to identify the distinctive characteristics under three important design aspects of logo i.e. typography, chromatics and visual arts.
Research Objectives
To understand the role of colors of the logo of product with respect of product and target audience attributes.
To study various typographical attributes of product logos of different product categories of the same organization.
To compare and study logos of different product categories with respect of their graphical elements related to visual art.
Research Questions
How people respond to different forms of packaging
What kinds of aspects are noticed by the people when they see packaging of a product
How emotions are linked with different aspects of packaging
In which way, corporations use different forms of visual arts to differentiate its product and categories
How these impact the customers or viewers
Structure of the Paper
The paper is divided in five chapters. The chapter 1 is introduction where the information regarding the project and related aspects has been discussed. The literature review section consists of different aspects of the packaging, visuals and art forms used in the corporate world in the graphic designing and corporate communication material. The research methodology section provides information regarding the research design and how the actual research has been conducted. This is followed by chapter of research findings. Research findings chapter is a crude presentation of the data. The data collected from the primary research is presented with the help of graphs and charts. The Analysis and Conclusion chapter provides is the part where researcher analyses all the information and presents the conclusion.
Literature Review
Corporate Communication
Communication process is defined as the combination of ideas, emotions, faith belief and actions transferred from one individual to other. A proper communication requires adequate knowledge of rules of communications, norms, cultural issues and other aspects of the social and cultural environment. The visuals of communication material depends on the type of message organization wants to communicate. The presentation gets change accordingly. The role, status, relationship, purpose, individual characteristics and attributes of the cultures have impact on the designs. The two types of the communication renowned by Hall are as follows
HIGH-CONTEXT COMMUNICATION CULTURE
Mooij and Marieke (2004) have described the implicit and explicit part of the context, internalized person and context. The use of language along with actions, signs and signals are important aspect of the communication process. In the Japanese culture the silence is considered as disagreement. The high context cultures are the collectivist cultures. The visuals, symbols, actions and behavioral patterns of these cultures are visually oriented.
Coca Cola in China
LOW-CONTEXT COMMUNICATION CULTURE
Here the explicit communication messages are received by the receivers. The communication languages are direct and unambiguous. It is called Low-context communication cultures.
These cultures demonstrate high value and positive attitude toward words. Western cultures such as Germany, Switzerland and U.S. are low-context cultures. Since information in the individualistic cultures is in the words, consequently people in these cultures are more verbally oriented. (Mooij and Marieke K. de, 2004)
Coke US Promo
Corporate Communication
Corporate communication material consists of variety of material that helps the organization to send it message to the target audience, create and maintain the organization visible across the stakeholders.
According to Argenti and Forman (2002)
By corporate communication we mean the corporations voice and the images it projects of itself on a world stage populated by its various audiences, or what we refer to as its constituencies. Included in this field are areas such as corporate reputation, corporate advertising and advocacy, employee communications, investor relations, government relations, media management and crisis management (Argenti and Forman, 2002 pg 4).
In The Art of Rhetoric the Greek Philosopher Aristotle had argued regarding the ways audiences can be persuaded like through intellect and sense of logic, playing on audiences emotions and projection of a sense of worthiness (Argenti and Forman, 2002 pg 126). The corporate communication material and designs help in stimulating the intellect, sense of logic, emotions and create the trustworthiness in a long run. Corporate communication helps in creating consistent identity, image and brand features. It also helps in mobilize support corporate objectives and facilitate communication.
According to Peters (as cited by Argenti and Forman, 2002 pg 101)
The design and aesthetics that attract and maintain consumer loyalty are about love and hate, not like and dislike (research shows that long term consumer attachment is tied to a product or service) - like does not a long term-relationship cement.
Historical Overview of Designs in Corporate Communication
The actual starting of the use of packaging and logo design is not easy to determine by the researcher and professionals. However the researchers believe that after the first world war, before 1950s when the industrial revolution started, this was the revolutionary period for the graphic designing and corporate communication. There are various brands that are more than hundred years old i.e. Lifebuoy soap, LUX, Western Union, The New York Times and others. The growth of the industries created demands for the corporate communication materials and designs. On the other hand the education systems of different economies started offering and including the courses for the modern architecture, drawing, designing, painting and other creative fields.
The initially the art of packaging was limited in informing the target group regarding the product features or giving important information like name, volume and others. The communication material was often the hand made material or designs.
The experiments with the typography are the integral part of the designing that can be traced back to the printing of book in the year 1896 by William Morris that was based on the medieval manuscripts. Different typefaces originated at different time are as follows
1420 Roman by Nicolas Jenson
1540 Garamond by Claude Garamond
1734 Serif Typefaces by William Caslon
1948 Palatino by Herman Zaph
The Roman typeface inspired the development of the other typefaces. There have been various developments in the typography from the hand made designs to the introduction of technology in the same this is one art field that provided various opportunities to the designers in the preparing corporate communication material. The Medieval and Renaissance period was the Golden age for illuminated manuscripts. The use of gold, colors, and gems helped in giving 3D and illuminated effects.
There have been various art movements in 19th century. Some of these rejected the ideas of industrial revolution in the art forms and others included various forms of art into the same.
An issue that will always remain with advertising is the issue about type face choices. The major issue within the type is whether or not the type overall fits the advertisement at hand and if the type as a whole works together. If this is not done correctly it will not be read correctly by the viewers. After World War I advertisements seemed to take on somewhat of a new look in the sense that they were taking many chances with layout and concept. Various typefaces, sizes and colors are used to try and be modern, but in the end it either works or it doesnt. For the most part during this time period the advertisements, or at least the posters and press advertisements relied on very flat images. (Graphic Design, OTIS Education, 2007)
Below is the Lifebuoy advertisement of late 18th Century. The advertisement consists of long message with the visuals of a Fisherman. The brand name is written in different type face and style than the rest of the message and has been underline. The word more has been underlined to emphasize on the message. Black and White drawing is developed with sketch. The hand made design is effective.
Life Buoy Soap in 18th Century (No date available)
Early 1900s
The second image of the product features visuals of a woman, includes the products visual and emphasizes on the message B.O (Body Odor). The variation of typography is very interesting in terms of font type, size and thickness. The space between the letters is also different in each case.
Lifebuoy Early 19th Century
The late 19th century and the starting of 2000, the brand experienced various changes in design in terms of look and brand image. The all capital letters of the LIFEBOUY was replaced with the title case Lifebuoy. This was done in order to introduce the soft touch in the product. The target audience is no longer the fisherman. The product positioning has also been changed from rough and tough outlook to hygienic, fragranced and soft product for the production of family. Various visuals have been introduced on the product package consisting of individuals, family, children, mother with child and others.
Lifebuoy in late 19th Century and present
The history of the way of Colas Pepsi Cola and Coca Cola is not only of the interest of management people but also is interesting for the designers to see how the present brand image and packaging of these two companies have developed and how the cola war led to affect the designing aspects of the products as well. Pepsi Cola in order to present itself as a drink of youth has shortened its name and logo to PEPSI. Coca cola on the other hand has maintained the same name by the typographical changes have been introduced time to time as presented in the image below. Pepsi and Coca cola has experimented with the chromatics, visuals and typography in the communication materials.
Logo Evolution of Two Cola Giants
Packaging
Packaging has been defined differently by different authors and researchers. According to Hine (1995) the value of packaging in terms of psychological factors are high. These psychological factors are feelings and excitement among the person buying or receiving it. Hine further elaborates that the package and anything on a package triggers the feelings of excitement. It also communicates about the brand. The trustworthiness, personality and set of beliefs are carried by the package of a product or service.
This effective tool allows the corporate to convey the message regarding the product, create feeling of excitement and interest. OShaughnessy OShaughnessy, (2003) have given different meaning to the packaging in terms of the brand image. The brand image can be enhanced with the proper use of packaging.
There are thousands of products that can be identified with the color of packaging, shape or the typography. Color is one of the main and very important aspects of the packaging and branding. The colors allow organizations to differentiate the packaging of different products under the same categories or the variants of the product. For example the corporate identity of IBM is typographical with blue color and similarly Coca-Cola is red colored and typographical.
Components of Packaging
There are various points of views for packaging. On one hand packaging is considered important component of the product business world and on the other hand these have been important aspects for the modern designers. The packaging decisions involve various types of decision making. The significance of the packaging in the modern business world is high. There are various researchers and professionals who have described the main components of packaging with different points of views (Sonsino, 1990 Vidales Giovannetti, 1995 Hine, 1995 Underwood et al., 2001 Cervera Fantoni, 2003). There are two distinct blocks of components of the packaging. These are as follows
Graphic Components Color, Typography, Shapes, Images, Pictures
Structural Components Shape, Size, Material
Shapes and Pictures
Images communicate about value by giving an appearance and aesthetic value to the packaging. It helps in creating meanings for the products. These shapes, pictures and images are used with reference to the context, their effects and overall impact on the communication material. The semiotic perspectives of the packaging provide the image of the product. The meanings attached to visuals are different across the cultures. According to Mooij,
Pictures fit in schemata people have, and schemata vary by culture. A picture, meant in one culture to be associated with freedom (e.g. lion), may be known in another culture to represent strength. (Mooij and Marieke K. de, 2004)
Typography
This is one of the very important and effective aspects when it comes on the effective designing of the corporate communication material. The texture, weight, types of fonts, size of fonts, color of font, brightness or darkness, set of letters, numbers or characters, alignment of text and various other aspects of the typography are used to create differences and effective designs. The space between the lines of the text (leading), adjustment of the space between the characters (kerning), decorative strokes at the end of the main strokes of the letters (Serif) and sans serif is used for including variations in the typography of a design.
The typographical differences are prominent in the logo and communication materials of many organizations. The logo of IBM consists of just three letters with blue color and normal and common font type. This makes it very close to the target audience and recall. The second appropriate example can be of the Google website. This is an international organization which had users from all across the world. The Google homepage consist of the Google logo and search tool. The regional language options are given in this section for all the countries across the world. Not only this, Google creative team utilizes the cultural and social aspects, images and occasion in order to introduce changes time to time in the logo.
Google China
The figure of Google China shows the welcome of Beijing Olympics in China.
Google India Holi
The colors on the image indicates the festival of colors of India in which people use various colors to color each others faces to welcome the seasonal change with joy and merry.
Google France
The simple France indicates that this image has been taken from the homepage of the Google France. The typologies for the regional languages are different but have a consistency of the Google image.
Colors
According to Hine (1995) color is the most potent tool for emotional expression in packaging. The brightness or lightness of the colors or shadings make an enormous emotional difference in the way viewer can feel. The colors have their own qualities. Colors can be warm, cold, heavy, cheap (like yellow), happy, sober, and so on.
In the views of Hine (1995) the importance of emotional, cultural and expectation can be conveyed through the use of different colors in packaging. Colors have the ability to trigger physiological reaction in the receiver which can be emotional. Blue can clams the person and red can make the levels of adrenalin go high. The symbolic qualities of the colors in different cultures have different meanings. However in the west the meaning of color white is delicacy, black is mourning or business red is strength, vitality, excitement, danger yellow is youth, hope, and cheer blue is harmony, honesty, and calmness green is the outdoors and country life and brown is friendliness, trust, and reliability.
Colors are known to posses emotional and psychological properties (Hevner 1935 Ward 1995). (As cited by Thomas et al., 2000)
In general the meanings of the colors as assumed by the artists, designers and painters are similar to the above mentioned. The color blue is considered strong, important and peaceful. It is often associated with the intellectuals. The green is considered as a sign of growth, life, environment, healthiness and wealth. The color red is considered color of passion and joy. This is a warm color and heat and power is associated with it. Pink color communicates about the softness, romance and associated with playfulness and sweetness.
Yellow color is color of cheer, joy, remembrance and friendship. Orange color depicts energy and health.
The neutral colors like black, gray, silver, white, ivory, brown and beige has their own significance and meanings. The black is mysterious and considered sophisticated. It is sign of end and death in some cultures. The glamour is attached to the silver color whereas extravagance is the part of Gold color. White is sign of purity, color of angels, softness and innocence. Brown gives the meanings of simplicity. These three sets of colors warm, cool and neutral provides designers a wide range for combining them for any design concept. The right proportion of colors in any design helps attributing specific value and gaining attention of the target audience and conveying the message of the design. The colors have their own personality and ability to attribute this personality to the visuals.
Howard (1992) argues that colors of the packaging and gift wrapping have significant impact on the attitude of the people involve in it. These bring and repeat the joyous events and add on to their happy mood and develop the positive attitude about the overall incidence.
According to Hine (1995)
Different colors come to be associated with certain product categories. Yellow packaging for margarine echoes the coloring found in the product itself. Pink is feminine, and gray is masculine, with one mens fragrance specifically calling itself Gray Flannel, while blue is not something associated with food products. On the other hand, certain colors are deemed wrong for the occasion green is considered unlucky in a wedding dress but is otherwise associated with anything natural, while in the United States red, but not maroon, goes with low prices.
The colors have different perception in different cultures. There have been various studies conducted in order to understand the meanings and associations of the colors in different cultures.
According to Wexner (1945, p.434)
Red is more often associated with exciting-stimulating, orange with distressed-disturbed-upset, yellow with cheerful-jovial-joyful, and black with powerful-strong-masterful.
There was a survey conducted Adams and Osgood (1973). The findings of the survey revealed that blue was the highly evaluated color among the respondents. It was followed by green and white. The colors like black and red had been the most potent colors among the respondents. Ward (1995) concluded from his study that the colors blue, red and green are the most popular colors. Wiegersma and Vander Elst (1988) from the cross-cultural study, reported that blue is the color chosen most often by the respondents.
Gunnerod (1991) conducted color preference study in the Japanese and Hong Kong. The Japanese consumers prefer white color. The consumers from Hong Kong preferred red. Tektronix (1998) studied the impact of Orange color. This color was considered one of the most sacred colors in India, among the Hindu community, whereas orange is not even considered as separate color in the cultures like Zambia.
The meanings attached to the colors in US culture are slightly different. The color BLUE is linked to the wealth, trust, and security. The color GRAY givers the meaning related to Strength, Exclusivity and Success.
The cheapness is associated with the Orange color. The same color is also associated with the happiness along with yellow and blue color. The colors red, black and brown are often associated with the sadness.
The color perceptions are very different across various cultures. Red is prominent color of Dutch where as in US it is blue. BLACK and BROWN are the Sad and Stale colors of various cultures. The same color is linked with the Formal behavior in Brazilian culture along with Columbian and Taiwanese. The Masculine aspects are linked with Black and Brown colors in Austria, Hong Kong and US.
The peace, gentleness and calmness are the aspects of BLUE, GREEN and WHITE colors in almost all the countries. Colors like GOLD, ORANGE and YELLOW are close to each other and are not linked with any strong meaning and give different meanings with the combination of different colors. White is the color for the bridal dress in many western countries whereas the same is the only color Widows can wear in Hinduism in India. This is the color of mourn and people wear it in death ceremonies.
Boyd and Mcconocha (1996) explain the importance of colors in the areas of communicating about the better usage of the products and services. Packaging in general has significance from protecting the product to communicating about the product. The integration of all makes it challenging for the designer to maintain the designing as well as the corporate objectives of the packaging. However, the same challenges have helped designers to come up with some of the very excellent artworks in terms of corporate branding and packaging. The packaging designs can be of structural design or creative design. The age and target audience of the product are also the factors of consideration among the designers.
As Howard (1992) states Childrens packaging is often a combination of unusual form and complex surface decoration. When my painting teacher in art school called me a great surface decorator, I knew it was not a compliment yet, childrens surface decorating is meaningful and significant.
The lines appearing in Birmingham Post (2005) provides the importance of design in packaging,
The bottle blends vintage and modern elements, while the packaging uses Williamsons signature color combinations of delicious pink and purple.
The structural elements and the colors of the packaging have been associated with the target consumer groups. The packaging also included the information regarding the important features of the product.
Aesthetics
The aesthetic is linked with the beautiful and attractive art form. The Aesthetic experience is defined by Russell et al (1997, p 125) as the experience of pleasure or displeasure caused by a stimuli. The stimuli are perceived as being beautiful or not beautiful, attractive or un-attractive, and rewarding or unrewarding by the receivers (Russell et al., 1997. p.125).
The creation of aesthetic value involves visuals, different types of shapes, use of language and combination of all. The visuals and their impact differ from one culture to other. The use of colors by designers varies from one culture to other culture as well as the target audience. The aesthetic appeal for the individuals belonging to different part of the world also differs.
Asian cultures have so much of variations and the complexity of the designs and visuals are very important. The use of colors and shapes are also different. The uses of bright colors have their own meanings in the Asian countries. Asians value complexity and decoration. The use of multiple forms, shapes, colors, use of natural objects in the designs and decorations creates identifiable differences according to the region. Chinese, Thai, Malaysia, and Indonesian aesthetics would be full of multiple forms, shapes and colors. The balance of aesthetic elements results in the beautiful design. The harmony of expressions is the result of balancing the elements beautifully. The naturalistic expressions in the designs like mountains, natural landscapes, flowers, tree, animals, human and their impressions in different forms, phoenixes and others are very usual in the packaging and advertising. Mooij and Marieke (2004 pg 196)
First, Asians value complexity and decoration they love the display of multiple forms, shapes and colors. This feature is most pronounced in. Second, beauty means balancing various aesthetic elements harmony in aesthetic expression is seen as one of the highest goals. Third, Asian aesthetic expression values naturalism. In China, symbols and displays of natural objects- of mountains, rivers, and phoenixes- prevail and are frequently found in packaging and advertising. Finally, colors seem to have different meanings and aesthetic appeal in Asia-Pacific region than in the West. (Mooij and Marieke K. de, 2004, p.196)
Psychological Processes
The psychological process is very important to understand audience response. The factors impacting the psychological process are size, color, intensity, contrast, position, directionality, movement, isolation, novelty, learned stimuli and attractive spokesperson. The visuals, images and pictures have significance in attracting the attention of the target audience. The non verbal aspects of the packaging and designs talks more in terms of gaining the attention (Alesandrini, 1982, Bolen, 1984, Underwood et al., 2001)
Research Methodology
Introduction
The chapter provides information regarding the research design and how the research has been conducted.
Research Design
The research conducted in this study is primary research based on a structured questionnaire developed with the help of inputs from the literature review sections. The primary research allowed collecting first hand information from the target audience (Creswell, 2003).
Instrument of the Primary Research
The instrument used in the primary research consists of twenty open ended questions along with a section of personal details where the name, age, gender and employment status of the respondent has been asked. Various visuals of brand name, images, packaging and logo have been included in order to get the responses relevant to the designs of the same.
Data Collection Process
The data has been collected in person by the researcher. Each respondent was explained about the objectives of the study and asked politely if he or she was willing to participate. In the case, individual agrees to respond, researcher was providing the questionnaire.
The number of responses for these types of study is usually taken thirty or above thirty. The number of respondents in this case have been fifty (Creswell, 2003, Tulls and Hawkins, 2001)
Ethical Issues
Respondents were ensured about the use of information for the purpose of this project only. The anonymity of the responses has been maintained as promised to the respondents.
Limitations of the Research
The research limitations have been time and resource limitation. The topic of the study has been very vast in terms of availability of the material and researches conducted in the past. It was very challenging for the researcher to identify the usable resources which are relevant to the topic of research. The overlapping of the sub-interest areas of designing of corporate material and Marketing and Brand Management of the management stream made it very difficult and challenging to maintain the individuality of designing stream.
Date Analysis
Data has been analyzed with the help of tables and charts and grouping the similar responses.
Research Findings
Question 1 Familiarity with the brand image
The familiarity of the products Puma, Pampers, Dove, Olay and Head Shoulders is high. Ariel, Tide and Old spice are the most unfamiliar products.
Question 3
Puma
The impression of the Puma has been good and energetic for most of the respondents. One of the respondents felt the brand to be ugly. The adjectives like sportive, famous, convenient, pretty nice, young, good quality and others have been given to it. One respondent recognized the black leopard and other identified it a cheetah. One respondent commented Popular and well-known because of lots of promotions and advertisements broadcast on TV. But personally rarely do I use or even experience these products. One respondent felt the logo signifying an expensive product. Nine respondents had not commented on the same.
Pampers
Thirty nine respondents recognized the brand for being famous, hygienic, baby product, children product, baby care product, pretty nice, famous in world, soft texture, comfortable product, cute, products for babies only, health of baby, good quality, brand selling products for babies to use and other. One respondent stated that its connotation is equal to diapers. The remaining eleven respondents were not familiar enough with the brand to comment on the same.
Tide
Sixty eight percent respondents had no idea about what it is. The twenty eight percent respondents either had no idea about the product or had no feelings regarding the brand. The remaining respondents identified the brand in the following ways the priority for choosing washing power, house ware, good quality, pretty nice, popular and well known, body care, effective in getting rid of dirt and stain, detergent, laboring and chemical for washing clothes.
Gillette
Forty percent of the respondents were not familiar with the brand, particularly the female respondents. The remaining respondents associated the brand with shaving product, mans product, mans thing, for man tough and strong, popular well known and established brand, a famous shaving products brand, mens care memorable commercials with football stars, superstar in the commercials, professional, sharp and cool, old brand, cheap and good quality, Thierry Henry, Tiger Woods Ariel
Thirty seven of the total respondents had no idea about the brand name. The remaining respondents identified it to be cleaning powder, popular and well established brand, shampoo, pretty nice, motor and effective in getting rid of dirt and stain and chemical used for washing.
Head Shoulders
Twenty two percent respondents did not comment anything. Anti dandruff shampoo, Cheap, just so-so, hygiene, health and care, clean and fresh, shampoo that helps in moisturize hair, quite visible in the media, clean, pretty nice, good shampoo, effective in cleaning and removing the scalp, green and trendy, expensive, hair and bath, cheap and bad quality, Vivian Chow long hair, Michael Cheung Dandruff, no way, not really as good as commercials are some of the feelings towards the brand as shared by the respondents.
Old Spice
Only four out of fifty respondents were aware of the brand and the product.
Q. 5 Color, font size and font type and overall look
The response regarding various brand images and packaging are as followed
Table 5.1 Puma colorhappy, hot, warm color, color is eye catchy, sportyfont sizeSuitable, Normal, Good, Not special, font typeOk, Normal, clear to reach, All in capital letter, Good, overall lookeasy to recognize, image makes feel that it is related to speed, professional, Jaguar at right upper corner makes it more professional and live, nice, appropriate, sharp and clear print of word, trendy and graceful, active, logo is easily identifiable, typical, catchy
Table 5. 2 Puma
color Purple gives feeling of high class, clean and elegant feeling, color not eye catchy, romantic, the panther image makes it easily distinguishable from other brandsfont sizeComparatively small, not easily readable, font type Simple not very attractive, suitable, difficult to see, overall lookVery sharp and clear print of word, trendy and graceful, active, logo is easily identifiable, typical, catchy, High class, Monotone, cool, Lady, color not eye catchy enough, lady, looks like perfume signifies silence, so-so, not very attractive, trendy and graceful, Man, Panther seems isolated and flying away, overall speaking bit blank, color for man, overall look is good, modern looks. The message I am going is bit strange for Puma product.
Table 5.3 Puma
Blue color looks sporty, white graphics are more eye catchy, sense of calm and quiet, color is dull, Blue with white gives sense of nature.Acceptable, small simple, makes the brand name noticeable, More bold fonts would have been appropriate.fresh and moistly
Young feeling, feels like shampoo or bath gel, brand name not clearly visible, refreshing, summer, old fashioned, freshness, soft, colors not appealing, no features color used is dull, bad and unattractive,
Table 5.4 Puma
ColorCool, too red, its bloody red rose- red which is a mismatch of the product and the brand image, bright and indicates that product is for females, Color If the product is a cream, it will be odd to have red color. Red color glass in this shape usually represents X.O., instead of this cream, font sizeAcceptable, suitable font typeOk, smalloverall lookA little bit queer the elegant package does not match the image of the brand, nice, monotonous, feminine, enthusiastic, elegant feminine, eye catching, stands out, romantic, sharp and eye catching, simple and small impact, lady fragrance outlook, passion, girlish, funny, old fashioned, overall look is average, fashionable and trendy, eye-catching on the red color, but feels dizzy for putting too much red. Unlike PUMA which has red on the characters only, (d) has a whole piece of red being painted on the cover of the cream and the box, looks dizzy. Circular design is interesting.
Q. 6. Puma is attractive, quite clean simple. The jumping animal makes feel sporty. All the images of Puma give the specific impressions i.e. sports, energy, young and nature. The logo is cute and recognizable. It should be popular for young people in substance. The images are stylish and energetic, unique and can be identified and recognized easily. Attractive colors, instantly recognizable logo pleasant-looking colors, very simple but its very remarkable because of the panther image, quite distinctive and stand out from other brands. Classic, Jumpy, hot, active represent for mainlander, popular and easy to get that it is sporty products. Images are fresh and excitatory, lively and vivid images look noble and seem to be suitable for man than woman. It is sporty and better than Adidas. Use of animal Puma is energetic, sporty.
Q. 7 Color, font size and font type and overall look
Table 7.1 Pampers
ColorFont sizeFont typeOverall lookAColor of Pampers and the heart is not entirely match it can change to pink or other warm color, colorful, complementing colors has been used, attractive colors, effective use of hot and cold colors, pale blue is matching with general feelings of target consumers, peace, safe and happiness, the pale blue and yellow is cute combination of colors and font types. Too big, medium, suitable, catchy Can be use a cute font, e.g. comic sans ms, quite match, nice, lovely, catchy, fonts like hand writing and give more sense of closeness and spontaneity.I would not realize it is a product logo for babies if I have no understanding with the brand, smart, sharp and happy, comfortable, huge, nice and appealing, classic logo, sense of hope, The font size and font type is protruding, the heart shape that sun light surround the heart. Makes to think of children and feels caring
Table 7.2 Pampers Cruisers
Purple should not go with green, It seems green, blue and purple are not matched, which makes it like selling sanitary towel rather than diaper. Very bad color combinationSuitable, comparatively small,Suitable, feels like handwrittenThe purple background is dark, when it is a product for baby.
Beloved, huge and appealing.
SMART, Care
Sweet, not clear, not eye-catching enough, warm
Comfortable,
Ordinary, very warm and fit the taste of the parents
Table 7.3 Pampers Active Baby
Bright blue can be used instead of aqua blue, bad color combination, red neither matches nor goes contrast, very warm and matching to the taste of parents. better than b., but look a bit dull as well suiting the nature of the product overall look the red-bit looks weirdSuitable, attractive, catchyPicture Bs front type is better, font type does not match with overall looks, looks like something of baby useAcceptable, not real, Happy, dynamics movement of children, the red stripe is eye catchy.
Table 7.4 Pampers Sensitive
Very attractive, smooth, appropriate to the packaging, Very attractive, looks as if hand written, giving a sense of closeness and spontaneityThe outlook of product can give me a soft and comfortable feeling, esp. there is a picture of a baby peacefully sleeping, sharp angle and warm picture, comfortable feeling, harmony of image, font, colors of the package, sweet, pure. Good to put white there, gives people a sense of comfort and smoothness looks something of baby use, suiting the nature of the product overall look.
Q8. Pampers makes to feel comfortable, easy to notice, have harmony of the colors, picture and fonts. Images used depict health and are Positive. Lovely and presentable babies are the part of images used. The heart is special for health and with care for baby. Care and love from mothers shown on the packages. Suitable color tone and shapes, User-friendly, funny and get it about the care, health, soft, comfortable , cute, traditional, easy to remember and recall, adorable and attractive. Babys underwear that is clean and comfortable. Its very cute and it fits the baby product line very well. Use bright colors which help to catch consumers attention. The design of the brand name is good and attractive, but overall design is too common. The font is too simple, a bit difficult to recognize. The white and blue colors may suit the product best
Q. 9 Color, font size and font type and overall look
Table 9.1 Tide
Suitable, good, The font size is very big and so very clear to audiencefont type Straight, directly, clear and powerful. The font is interesting and captivating.
Font type is computer-generated ( mechanicaloverall lookNice, smart, good, The color, font size and font type is protruding. Attractive. Match to that is a cleaning product. And a young image. Clear and readable, smart, sunshine, colorful, whirl, eye-catching, sharp, attractive. They are ordinary and sunny. Its very bright and attractive. Good contrast of colors.
Table 9.2 Tide Clean Bleach
Sharp, great contrast, combination of red and blue is attractive.font sizeThe font size for brand name is much bigger than the product namefont typeClear, appropriateoverall lookGood. Brand name is prominent than the product category. Logo very big, Eye catchy. The small piece of picture with white and blue colors gives the feeling of nature and cleanliness.
Table 9.3 Tide Product
ColorUse of white makes it attractive and helps the other colors to standout properly. Sharp, vivid,font sizeSuitable, small font sizes for the product information.font typeClear, overall lookGood, The color of bottle seems warm, but the green color of the makes a big contrast that it seems they are not matched.
Q 10. Tide product color is sharp and but dull. The images are not fashionable but already smart enough. The logo is somewhat not related to its product. The large logo on the product packaging was making it difficult to know the product category. Simple, color font type very strong and very powerful. It looks like powerful in something
Its very attractive and distinct since its very large and colorful. Use bright colors which help to catch consumers attention.
Q 11 Color, font size and font type and overall look
Table 11 Gillette Very cool color like scientific kind of product signifies professionalism, simplicity, and noble, original, commercial looking, only words and clear words. Color feels masculine. Color sharp and attractive, masculine, background should not be mud brown. White and soft blue gives cyber feelings. Fusion word stands out from the white background, standing out of the dull brown background. The brown background and blue color quite match. The blue curving line is cool.Very cool, cyber like, modern, highly technical use of colors and combination of colors in the packaging. Use of silver makes it attractive.
Looks like magic with that blue background and the white thing around the brush.Font SizeAppropriate, normal and simpleSuitableAppropriate and simpleFont TypeGood, little mismatch with the product of the brand as the brand is for men but the font type is rounded, do not have a masculine sense. The Font type and color make it overcrowded, boringMechanicalAppropriate, flowing fontsOverall LookManly, clam cool, target for men, dull and intense and serious space between some characters, feels boring, high tech, strong, tough. Easy to make out that is target for man.The background color, which have a sense of dirtiness, gloomy, reader friendly, powerful. Clear brand and variant name. Gives the feeling of odd, fast, furious, trendy, fresh, curves matches the message, Image has prominence and practical than aesthetic. Clear brand and variant name. Reader friendly. Fast, furious, smooth, manly, confident, new and fresh, overall look excellent. Sense of motion by the curves.
Q. 13 Color, font size and font type and overall look
Table 13 Ariel
The response ranged from eye catchy images, quite fresh may be because of the use of blue and green, innovative, attractive words. Clarity of product variants in the image s b and c. The logo is bold and prominent than that of variants. The circle added to image b makes it more attractive than the image a. The image b seems to have 3D effect. The absence of the rings in the image c makes the appearance dull. Colors are contrasting and attractive. The images give the feelings of freshness. One respondent stated that changing the color of the term ARIEL has helped in making it prominent and standing out of the circle. Font size is appropriate, but the font type is too formal which do not match with the star and the background color. It seems quite environmental-friendly and fresh. IN the image c The larger character makes the whole logo stand out even more font type good Overall look It looks better to have a bit of white background and space around that Ariel characters, made that word really stand out. It is also good to take away that star around ARIEL. Without the star, suddenly the brand name stands out. Very successful in representing something related to washing clothes.
Q. 15 Color, font size and font type and overall look
Table 15 Head Shoulders
Different colors used in the curves of the bottle make a good match with the blue color of the cover.The color combination is very attractive. how the purple streaks combine together to make a circle.font sizeSuitable, appropriateGood Appropriate font typePlain, Font type is look clear and the brand, logo and products color very match. It looks nice to be italic when the characters are a bit longer. SuitableClear overall lookEasily recognizable text, Diversified range of products has similar tone. It looks dynamic to have different kinds of sharp colour on the products catch attentionFont type is look clear and the brand, logo and products color very matchs bit out-dated. The bottle design of c is not really user-friendly. The image is clear and interesting. It is related with color.
Cold color, small font type and size, clean. A special design is apply on the design of the vessel. It is excellent. The pair is interesting. They form a circle by the purple line
Q. 16 The three images of Head and Shoulders are clear and integral, matching color tone and feel and comfortable. This has freshness. The design of c makes feel that individual is willing to look at the text inside the two part logo. The circle gives a sense of smoothness and motions but the font of the title doesnt associate with that. It is nice for the visuals all to be lower case. Somehow the characters are longer and thus it is better to have them lower case than upper case. It is simple but good. The design of the vessel is attractive. Its good to have different colors on different bottles.
Q. 17 Color, font size and font type and overall look
Table 15 Old Spice
The formation of blue, white and red would make me think of France.The logo gives the feeling of England or France due to color and sailboat shape.Although few color is use, it is appropriate, eye catching contrast of colors. White helps the logo to stand out clearly.Font SizeSuitableSimple Slightly bigFont TypeA font that expresses the 1930s feelingSimple, old style, O and S are big and different.Not clearOverall LookThe logo gives me a feeling that this brand has a long history as the logo is quaint. Flag like colors. Old fashioned and circle gives sense of smoothness and motions, sharp and big enough to be distinctive. The impression is quite American style design and use of color. Attractive, Old fashioned, attractive, sense of purity, peace and health.
Q 18. However all of the Old Spice images feel like old fashioned or image of a very old brand. The pure colors are used. The overall presentation is charming, clear and comfortable. These give feeling of history and tradition. It is eye catchy brand and classy brand.
Packaging helps in communicating about the personality and values of the brand and triggers the sales. The favorable beliefs attached to the packaging are the important aspects for any brand. This favorable beliefs and image is created with the help of well designed package. The well designed packages transform the lifeless image to the sense of novelty and worthiness.
The attributes of the packaging that constitute an overall presentation of a product are as package design, color, typography, chromatics, material used in packaging, occasion of packaging and good use of designs. Good design gives intrinsic appeal to the package. This is very essential that the intrinsic appeal is aesthetic. There have been various researches conducted to understand the impact of regional differences on the aesthetic impact of the designs, similarities and differences in the aesthetic appeal in the same. The aesthetics can be seen in different communication material from the packaging, brochures, advertisements, website, designs of stores and overall look of the organization and its store. The aesthetic principles are used in every kind of communication aspects of the organization.
Justification of Research Objectives
The first research objective was to understand the role of colors of the logo of product with respect of product and target audience attributes. In the primary research all the questions from 5 to 20 consist of the brand images of the product of the same corporation Procter and Gamble. The organization has developed different product categories of different products. All these products have multiple variants and separate designing team working for creating the visual differences of the brands. It is evident from the study that the typographical attributes of product logos of different product categories of the same organization were completely different. The consistency of the image was maintained to certain limitations for a product group.
The graphical elements like color, typography, chromatics and use of visuals have been very difference across the product lines studied. In the products like Pampers, Old Spice, Gillette, Tide and Ariel the name of the brand was very prominent due to the typical use of typographical elements. The colors have been giving different messages to different respondents. The same product was categorized as the most liked image and the disliked image by two different respondents. The image of Old Spice for one respondent was old fashioned and not attractive, it was attractive for other. The reason for differences can be many from individual preferences to cultural or social differences.
Justifications of Research Questions
The research questions were to understand the response to different forms of packaging. The study clearly indicates that people respond on the basis of the colors, use of font type and size, visuals and the combination of all. In the images of Pampers diapers, most of the respondents find the image of Pampers Sensitive to be the most appealing due to the visuals of mother holding sleeping baby. Respondents find it sensitive and comforting. The prominent use of white color along with green added to the attractiveness of the packaging and the overall result was that this has been the most favorable image of all.
When people look at the packaging of a product, the most important factor to gain attention is the color of the packaging. The proper use of color makes the product stand out from the shelf. The visual images, font type and size also attract the attention. The familiar brand has more chances to stand out as indicated by respondent for Puma, Gillette and Old Spice products.
People like and dislike products based on their understanding of the visual aspects of the packaging. The products already in use have more chances to get accepted by the consumers. Respondents link the colors, images and visuals and overall packaging to different emotions and meanings. The color of Gillette for some consumers was attractive and sophisticated whereas other group of respondents found it dull and highly unattractive. The likeliness of second group of consumers trying Gillette would be lesser than the first group.
The elements of visual arts help the corporations to create differences among different categories of the products and extend the differences to different variants of these categories of the products. These elements of packaging are strong enough to encourage consumers to find more about the seen products and drive them for the action of trying the product. Therefore the different elements of the packaging sensitize the emotions and feelings of the viewers with the variations in color, chromatics and visual arts.
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