Fire emblem bravery and engagement herbs10/7/2023 ![]() A well-designed package is considered to have a competitive advantage over others. The importance of packaging has become clear as a result of the global pandemic due to coronavirus disease-2019 (Ramakanth et al. ![]() The purpose of the package is to sell the product by drawing attention to it while simultaneously allowing it to be contained, utilized, and protected. Depending on the nature of the product, the container can be made of various materials, such as plastic, paper, glass, or metal (Kumar et al. Packaging design is the process of designing and developing a container (package) to contain, protect, transport, dispense, store, identify, and promote a product (Klimchuk and Krasovec 2018). These aspects are highlighted in the review paper, which also looks at the importance of product packaging in cosmetics branding, and tries to highlight a few ways in which brands can minimize the gap between desired brand message and consumer perception about the brand. These elements are combined well together in a design, but there is a lack of a holistic approach in the design elements that are in line with the consumers’ perspective. Colour, shape, images, material, and package convenience are all important design elements in cosmetic branding. The consumer must perceive the quality that the brand has built into the package, which may be accomplished through various design elements. Brands that meet the criteria for creating a lasting impression may dominate the market on a global scale in reality. Good design distinguishes brands and makes products stand out from the crowd, instilling a certain perception in consumers’ minds. ![]() Design and marketing are two major areas that are inextricably linked to each other. An enhanced appeal and attractiveness of the product make the selection process easier for consumers. Around 73% of purchasing decisions are made at the point of sale. The product packaging plays a crucial role in attracting consumers, persuading them to buy the product, and serving as a vehicle for brand communication.
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