Naslov
GENDRE-ORIENTED PACKAGE DESIGN: THE NEED OR A (MARKETING) TREND?

Autori
Pita, Ivana: Rocco, Sanja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development: "Building Resilient Society: National and Corporate Security" / Kopal, R. ; Samodol, A. ; Buccella, D. - Zagreb : Vadea & Libertas International University, 2022, 128-136

Skup
90th International Scientific Conference on Economic and Social Development: "Building Resilient Society: National and Corporate Security"

Mjesto i datum
Zagreb, Hrvatska, 16.12.2022. - 17.12.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Consumer perception, Gender-neutral design, Gender-oriented design, Marketing, Packaging

Sažetak
Every design project starts with the analysis of user needs and preferences. The same goes for marketing. But do we care about the needs of our clients or do we impose trends through marketing tools in order to achieve the best possible sales results for our brands? Packaging design is an important factor in attracting customers, informing them about the product's properties and use, as well as highlighting the brand through a recognizable visual identity. Design trends and standards are changing rapidly. There is an increase in the number of consumers who do not fit into traditional segmentation groups and who require a completely different approach to packaging design. Discussions about gender are more relevant than ever, so in this light it is interesting to explore the need for gender- oriented or gender-neutral design from the perspective of customers. For the purpose of research on user preferences, an online survey method was applied. Respondents chose between four images for the same type of product, two examples of which were products with gender-oriented packaging design and two examples of gender- neutral design. The images were selected according to certain criteria from the relevant literature. The obtained results show that packaging design should adapt to the times and adequately represent the demographic segment for which it is intended. This means that a brand can have both gender- oriented and gender-neutral packaging, as long as the design is good, avoids stereotypes and does not offend anyone.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti, Dizajn, Rodni studiji

POVEZANOST RADA