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To browse Academia. T he history of packaging1 can be traced back to the first human hunter- gatherers and traders who used early forms of packaging in order to collect, store, transport, and mark their possessions e. Importantly, however, in the context of marketing and branding, the meaning s of packaging go beyond enclosing and containing to cover some additional functional and aesthetic purposes such as: identifying the brand, providing descriptive information, persuading the consumer, helping product consumption, and facilitating transportation, protection, and storage see Keller, This research sets groundwork for incorporating concepts from the branding managerial perspective into the Fast Moving Consumer Goods FMCG environment.
We also found that colour and brand cue differed depending on whether or not consumers classify a brand as their favourite in the category. An experimental approach under the light of memory and recognition is the next step to follow for further research. Camils Azazel. Thaddeus Olufayo. Luca Cian. Packaging is a critical aspect of the marketing offer, with many implications for the multi-sensory customer experience.
It can affect attention, comprehension of value, perception of product functionality, and also consumption, with important consequences for consumer experience and response. Thus, while it was once viewed as being useful only for product preservation and logistics, package design has evolved into a key marketing tool. We introduce the layered-packaging taxonomy that highlights new ways to think about product packaging.
This taxonomy has two dimensions: the physicality dimension, which is composed of the outer—intermediate—inner packaging layers, and the functionality dimension, which is composed of the purchase—consumption packaging layers. We then build on this taxonomy to present an integrative conceptualization of the sensory aspects of package design as they affect key stages of customer experience. Throughout the history of civilization, humans have used packages that were made of various materials to protect and store the products they have obtained.
