Examining the efficient patterns of packaging design in strengthening the visual identity of the brand - the title of the practical part of re-designing and optimizing the packaging of Golshan juice

Academic Thesis for Master Degree

Visual Communication Field

Abstract:

Today and in this competitive environment, branding for organizations has become a useful method and tool to communicate with customers. This means of communication has strategic advantages in creating continuity (continuous relationships), values ??and differentiation for the company in the long term. Visual brand identity includes five main elements: name, logo, typography, color, and slogan, which are used to create a recognizable identity for an organization by conveying a favorable image. Considering that packaging is considered one of the most important means of communication between the company and the audience, the main issue is to investigate what is the effect of the important elements of packaging design in strengthening the visual identity of the brand? According to the time limitations and the scope of the research, the elements and characteristics of the visual identity and packaging of 10 famous and top brands active at the global level were selected and examined. To investigate this case, a qualitative research method was used along with the investigation of several cases. The required data and information have been collected and analyzed by library method. The research results show that packaging design and visual identity have a close and intrinsic relationship. Packaging is a very powerful communication tool and can also serve as a place to present a number of other visual identity elements. Therefore, along with other advantages and functions of packaging, the development and improvement of each of the packaging elements can lead to the improvement of the visual identity of the brand. Also, in the process of integrating packaging design with the brand's visual identity, color, logotype, logo, illustration, size and shape, composition is one of the most important elements of packaging. The research results have been used to redesign the brand and packaging elements of the Golshan brand (practical project).

Key words:

packaging design, branding, organizational identity, visual identity

Introduction

In the current economic environment, companies and organizations operate in markets that are based on very intense competition. Therefore, companies must achieve competitive advantages for their success. One of the most important competitive advantages for any company is to establish optimal communication with customers in such a way that it can improve the image of the customers and increase the loyalty of the customers and thus take a good share of the market. One of the most effective ways to maintain relationships with customers is to pay attention to branding and an integrated organizational identity.

Brand identity is a collection of all common factors that connect and coordinate all elements of the brand inside and outside it, so brand identity does not only include signs, logotypes or brand names. The brand identity structure generally has two tangible and intangible parts, and the tangible part itself includes three main aspects, including visual identity, auditory identity, and verbal identity.

Visual brand identity includes the brand logo, the logo architecture map, the structure and rules of using the brand name and logo, authorized and unauthorized uses of the logo, logo variations and colors, authorized and unauthorized logo backgrounds, organizational colors and colors. Secondary, organizational fonts and visual structure and rules of brand style and context in packaging, advertisements and ceremonies.

One of the main solutions to strengthen the visual identity of the brand is to use a well-known, efficient and effective marketing tool called packaging. Packaging has been the focus of everyone because it is an important means of communication and communicates with the customer at the right moment and when making a purchase decision. Now, the basic point is to answer this question, what capacities and efficient capabilities does the packaging design have that can affect the brand identity. In other words, what features and characteristics should a suitable packaging design have in order to convey the desired message of the manufacturing company to the audience and be effective in strengthening the visual identity and ultimately the brand value. In this research, an attempt has been made to provide appropriate answers to these questions.

The name, emblem, symbol, logo and other signs and concepts, mentalities and associations are referred to records and functions that distinguish the goods or services of a seller from the goods and services of other sellers. A brand can belong to a product, manufacturer, service or service institution, a company or organization or a person or even a place. More specifically, a brand represents the characteristics, signs and legible signs, including name, logo, slogan, programs and design method, which express the main and existential nature of a company, product or service. In technical terms, the part of the brand that can be read is called the brand name[2] and the part that cannot be read is called the brand mark[3], and finally, when the existing signs and symbols are legally registered, it is called the trademark[4].

Brand identity is the collection of all the common factors that link and coordinate all the elements of the brand inside and outside it, so the brand identity does not only include the sign, logotype or brand name. The brand identity structure generally has two tangible and intangible parts, and the tangible part itself includes three main aspects including visual identity[5], auditory identity[6] and verbal identity[7]. Organizational colors and secondary colors, organizational fonts and visual structure and rules of brand style and style in packaging, advertisements and ceremonies.

In today's market, which is completely competitive, compliance with the standards related to the design and development of the brand's visual identity plays a very decisive role in the appropriate image in the minds of the target audience of that organization. A strong and cohesive visual identity improves the organization's mental image and supports its marketing activities. The value of visual brand identity is very important; If it is presented in a proper way, it adds value and inappropriate use also reduces its credibility.

The most important goals of visual brand identity are as follows:

Building a coherent, unified and transparent visual identity for the organization, agencies and brands of the organization.

Reflection of the company as a professional, reliable and modern group.

Creating a unified image. in the minds of the audience and standardizing it in all media.

Increasing customer loyalty and stabilizing income.

Also, in relation to packaging, it can be said that today, all over the world, industries have realized the fact that if the packaging is presented and designed with good quality, it can be the winning edge of their competitive weapon. As the strategic importance of design and packaging increases, the importance of applied research in order to optimize packaging design and necessary decisions is also evident.

Packaging design creates an image and identity for a product, and it can also be considered a powerful tool for marketing and selling products. The packaging design should not only be unique and cause a sudden purchase by the buyer, but it should also be the factor of repeating the purchase and create a kind of loyalty in the customer. Appropriate design and packaging can be the main factor in the success of a product, and if the identity of the packaging is in line with the organizational identity, it can become a key factor in the success of organizations. An inappropriate packaging and packaging strategy negatively affects consumer sentiment and choice. A packaging design includes many different elements and components. The main components of packaging design are: size, shape, raw materials, color, illustration, symbols, brand name, trademark, structure, composition, eye direction, label and typography. It can be seen that the main elements and components of the packaging and how they are designed and shaped have a deep relationship with the brand identity and especially the visual identity of the brand; And success in creating a visual brand identity and ultimately a unified brand identity requires attention to the category of packaging. The geometric shape and design of a package is a key factor in the success of selling a product to customers. It is a very difficult task to maintain the brand identity when shapes change or when we transfer stylistic designs or radically change an item. This task not only requires a detailed analysis of the designs related to the packaging, but also requires a deep understanding of their structural principles and their relationship with the integrated brand identity.