engleski

Communicative Dimensions of Packaging and Consumer Perception

Consumer packaging is a medium between producer and consumer. Within marketing literature packaging is usually considered a part of the product strategy or a product related category within the traditional 4Ps. Due to changes within marketing communications’ budgets, increased product buying decisions at the point of purchase and management recognition of the volume of packaging as an element of differentiation, packaging is becoming an increasingly important factor from the marketing perspective. Packaging communicates various marketing messages via its communicative dimensions which consist of the following elements: packaging shape, packaging size, packaging colour, packaging material, carried information, graphic applications (e.g. brand logo, fonts, pictorials, etc.).

packaging, marketing role of packaging, communicative dimensions of packaging

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