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Designing Packages that Communicate Product Attributes and Brand Values: An Exploratory Method

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This article presents a three-step method for the systematic design of a package's structural characteristics that visualizes product attributes and brand values. This method was tested in an initial pilot study. In step 1, the structural characteristics of a package which consumers' associate with product attributes were defined; this step required a series of consumer studies. In step 2, the extent of the design space was investigated in order to formulate design guidelines to express product attributes. In today's market, brand values are important when designing packages, therefore in step 3, a new bottle for a specific brand was designed by adding their brand values to the design guidelines derived from steps 1 and 2. Whisky and vodka were used as the product categories in this research.

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