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Development of Innovative structural solid packaging design for special

occasion products in Arabic Area

Noha A. Mohamed

Assistant professor in Printing, Publishing and Packaging dpt., Faculty of Applied

Arts, Helwan University,5 Ahmed Zwail st., Giza, Egypt

E;mail of the Author : nohmoh@yahoo.com

Keywords: structural design, Packaging, Identity, special occasion, Arab

packaging, innovation

Abstract

Structural packaging design is considered one of the important factors that

affect product identity and position in the market.

Special occasion gift package has great role in delivering the message that

the buyer needs to say to the gift receiver.

In Arabian area there are many gift products for various events related to

Arabic traditions, habits as well as religious occasions.

Neglecting the structural packaging design in such products weakens the

product position in national and international market. This also affects the

impression the product gets from the customers negatively and therefore

affecting the product identity.

This paper studies the role of the innovative solid packages through its

structural design in proper message delivery and in emphasizing product

identity that motivates the purchasing decision on the national and

international customer level. The Paper also discovers new attracting sides

structural packaging design performs on consumers for the gift and special

occasion product and the producing country.

This paper also includes analytical study of foreign and Arabic packages and

shows how this help in setting designers guidelines to inspire new innovative

structural packaging design expressing the oriental Arabic identity.

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1- Introduction

A package is no longer just a carrier of a physical product; rather, it is an important marketing communication medium that is expected to deliver the brand message in an attractive way. (Rusko, E. & others 2011) It is apparent that the role of packaging has become an integral part of a

product’s success. Rettie and Brewer (2000) state that the significance of

packaging design and its role in marketing and communication is increasing

(Rettie, R. and Brewer, C. (2000)

For most consumer products, package design is the single most sales-effective and cost efficient marketing tool. This message has started to reach the larger marketing community. Based on consumer buying decision dynamics, package design is also the single most influential marketing communications tool. (Wallace,R. 2001) “Package design” is defined as the various elements chosen and blended into a holistic design to achieve a particular sensory effect.(Orth, U. R., & Malkewitz,

K. 2008). It's one of the key elements of a marketing strategy for a product as it is visual face that will be promoted, recognized and sought out by the consumer. Novel packaging refers to a package whose appearance is unfamiliar to consumers. (Chavalkul, Y., Saxon, A., & Jerrard, R. N. (2011) Arab region can be characterized by many events associated with either religious occasions, customs or traditions. These occasions often associated with different and special products. Products linked with such occasions should be introduced in distinctive way relevant to the occasion. For Arabic product we want our packaging not only to be impressive, but also everlasting, a keepsake or token of the event. 2- Literature Review

Successful packaging design ensures that there is a reason for consumers to believe there is something different inside the package; something helps buyer make purchasing decision. Many researches discussed the importance of packaging design elements studying what first attract consumer and the relationship between packaging design and branding. Tracking study was designed to determine product visibility based on the effect of packaging structure and how consumers make purchases in a retail environment. (Thackston, K., et al. (2013) Consumers are drawn to products on shelves with innovative packaging structures. ( Zeitoun, E. (2010) Other research addressed this issue by examining how packaging design creates and reinforces brand identity.(Orth, U. R., & Malkewitz, K. (2006)

Surveying senior marketing managers, Bruce and Whitehead (1988) report that 60% of respondents consider design the most important determinant of new product performance while price is listed by only 17% of respondents.

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Similarly, an analysis of the performance of 203 new products revealed that product design was the most important determinant of sales success. (Orth, U.

R., & Malkewitz, K. (2006) Research also showed that well over two thirds of consumer product purchase decisions are made at the point of sale. (Wallace, R. (2001)) Based on other analysis of hundreds of brand equity studies, Elliot Young, chairman of Perception Research Services, confirms that consumers recall the color of package first, the shape of package second (if you have a proprietary or distinctive package structure), and the style of your brand logo third. These features prove to be the most recognized components of your brand’s equity. (Wallace, R. (2001)

The literature has documented numerous impressions generated by packages, and design has been repeatedly emphasized as an instrument for conveying meaning and generating brand impressions.(Orth, U. R., &

Malkewitz, K. (2008) Packaging design always accompanied with certain terms; branding, product identity and shelf impact. Few packaging designs reflect the importance of structural design in enhancing identity of the producing country. Although the designs of packages are very important for creating a message, designers are often overlooked or called in too late. (Meyers,H. ,Gerstman,R. 2005). This paper highlighted this hidden side of innovation of structural packaging designs through analytical and descriptive study. It also explores how designer can present innovative structural packaging through visual and verbal elements of packaging design. 3- Importance of structural Packaging Design Package color, typography, and graphics are no longer the only methods used to capture consumer’s attention. Package structures are now being modified to attract consumers in retail environments. When considering a new or different package structure companies look at several areas including price, sustainability, protection for the product, and distribution issues. They are also concerned with the features on the package structure, its size, and shape. (Thackston, Katie 2013) Package structure is becoming an important part of product packaging, and as more unique structures are developed, the market will become significantly more competitive. Companies today spend more on package development than on advertising. (Schoormans, J. P. L. and Robben H. S. J. (1997) Several expressions have been used to describe packaging design role; silent sales man, marketing tool and the messenger. Package also is considered a value for the Consumer. A package's structure is integral to how a brand communicates its marketing objectives (KLIMCHUK, M. R., & KRASOVEC, S. A. (2006) Structural packaging innovation has been the primary driving factor in revitalizing brands and entire product categories.(Young, S. (2004) A great package design should attract attention, describe the product and finally make the sale (Kotler, 2008).

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3-1 The Role of Packaging design in Building Brand Identity Packaging design is a critical component in building a brand’s image and identity but selling is only one function that a package offers.(IdentityWise,

2006) Packaging’s effect on brand identity and personality is due to multiple structural and visual elements, including brand logo(s), colors, fonts, package materials, pictorials, product descriptions, shapes and other elements providing rich brand associations .( Orth, U. R., & Malkewitz, K. (2006) In addition to selling, packaging serves four other purposes, all of which influence how a brand is perceived: 1. Brand Identity Expression; This can be enhanced by using high quality printing, distinctive design that supports the brand strategy and unique materials. These can help engage users and differentiate a brand in today’s crowded markets.( IdentityWise, 2006) Brand personality has emerged as a key tool to capture and categorize facets of brands systematically in terms of generalizable impressions responses. (Orth, U. R., & Malkewitz, K. (2008)

2. Relationship Building; Packaging is a core part of building a relationship between a brand and the end user.( IdentityWise, 2006) 3. Communication; Packaging communication is not only text and images on packages; it refers to all the messages packaging sends to consumers. These messages are the result of combinations of different packaging elements and factors influencing communication.(Rusko, E ,et al.2011) 4. Selling; If your products are marketed through consumer channels, you know the package is your last opportunity to convince someone to buy your products.( IdentityWise, 2006) 5. Protection; The appearance and condition of a product when it reaches the customer impacts their perception of your brand. If the package is torn, crushed or otherwise defective it won’t build confidence. (IdentityWise, 2006)

Brand identity has a profound relationship with packages. The geometric

shape of a package is a key factor in the delivery of a product to

consumers.(Chen, X, McKay. 2004)

Consider structural shapes, features, color palette, finishes and the graphic

identity. Each element supports brand communication.( IdentityWise, 2006).

Packaging design can assist in building strong brands by differentiating products, creating loyalty, allowing for premium pricing, and protecting against competition. Design pioneer James Pilditch (1972) calls packaging design the “silent salesman”. (Orth, U. R., & Malkewitz, K. (2006) Accordingly, packaging design gained significant importance when retail outlets moved to self-service, and the packaging became an increasingly important and integral part of the selling process (Malkewitz, K. (2006)

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Strong Brand

Structural Packaging

design

•Differantiating products

•Creating loyalty

•premium pricing

•Protecting

•Selling

Figure (1) The Importance of S. packaging design

4- Messages through packaging design

Packaging is an informative, practical and emotional way to send messages, create added value and impact on consumers. On the other hand, package communication involves great challenges, such as the usage of the correct amount and quality of messages, competition for consumers and authenticating products.( Rusko, E ,et al.2011) Several researchers have identified packaging as means for affecting global brand identity or for specific brand dimensions such as “sophisticated” and “fun” (Batra & Homer 2004), or “status,” “healthiness,” and “expensive”.( Orth,

U. R., & Malkewitz, K. (2006) Due to the multidimensional character of packages and package communication, cooperation between different fields plays an increasingly important role in the development of packaging as a messenger to better serve the needs of both consumers and companies.( Rusko, E ,et al.2011) The principal goal of a package as a messenger is to:

- Support the product - Draw attention to the product - Make the product desirable. - Inform about the product - Build a brand relationship.

Informing people to the right extent and in the right way is always a challenge, especially if the same product package is to be sold in different markets, brand owners have looked for ways to communicate without words. (Rusko, E,

et al.2011) Package design Conveys Meaning without Words; People usually spend only a few seconds to make a purchase decision and in this short time it is impossible to communicate complex meanings with words – nonverbal means (colors, shapes, images) are much more effective. A package design element (or the whole package design) can convey meaning by having iconic, indexical and symbolic references to the product and product use. (Rusko, E ,et al.2011)

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Structural Packaging

Design

Iconic

Indexical Symbolic

Package design gives three meaning: iconic, indexical, and symbolic (Rusko,

E ,et al.2011)

Figure (2) Structural Packaging Design meaning

4-1 Structural packaging design elements

The package can be treated as a set of elements that communicate messages to consumers, and the kind of message that is communicated depends on either visual or verbal elements, where verbal elements send out information and visual elements affect emotions (Silayoi& Speece. 2004; Stewart; 2004). Design also involves a number of important considerations ranging from the specification of product components and functional concerns, to the external and aesthetic aspects of the product/packaging providing brand-consumer touch points. (Orth, U. R., & Malkewitz, K. (2006) Visual elements is made up of color, shape (also called form),size, material and graphics while verbal elements include the name, brand, producer/country of origin, information about product, usage instructions and special offers (Silayoi and Speece, 2004; Kuvykaite, Dovaliene, and Navickiene, 2009). Structural packaging design refers to three dimensional and tactual design

elements like shape and material. (Rusko, E ,et al.2011)

4-2 what message to tell through packaging material? The Range of different materials that are available to a designer mean that packaging can be made in an incredible array of shapes and forms thus giving a designer ample opportunity to be creative in terms of their materials usage and choices when designing a receptacle to contain or hold a product. AMBROSE, G., & HARRIS, P. (2011) The Messenger Package project found that the environmental image of paper and paperboard is superior to other packaging materials. (Rusko, E ,et al.2011) The image of glass is determined by aesthetics, high quality, high cost and hygiene. Plastic, aluminum and tin are perceived as the most environmentally harmful materials. (Rusko, E ,et al.2011)

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Table (1) Message through packaging material

Packaging Material Positive message Negative message

Glass Quality, Tradition, environmentally friendly, desirable, Transparent, attractive, Prestigious

packaging

Breakable, heavy weight

Metal Convenient, light weighted, good handling, metallic look

Not v. hygienic, not friendly, non transparent

Carton Easy to handle, environmentally friendly,

Unbreakable, light weighted easily printed different color.

Non transparent( the content is not visible), it looks

environmentally friendly if no aluminum layer existed

Plastic Convenient, simple handling, light weighted, nice design,

unbreakable

Shorter product life time, less quality, not environmentally

friendly, Cheap

4-3 what message to tell through packaging shape? Customers recognize shape more easily than graphics.(S. Natarajan, M.

Govindarajan, B. Kumar (2009) Package shape is also regarded as one of the most important factors in package communication. (Rusko, E ,et al.2011) Structural design conveys innovation; Packaging innovation represents a wonderful opportunity to differentiate and add value through effective design. (Young, S. (2004) A distinctive structure, foremost, signals innovation to consumers—more so

when coupled with stellar graphics.

The unique shapes provide easy memorably of packages, the simple

geometrical shape is invariably considered in packaging design. The pack

shape must be symmetrical, gentle, tactile and easily memorable.(S.

Natarajan, M. Govindarajan, B. Kumar (2009)

The difference in each shape expresses a different meaning. A rectangular shape is more pleasing than square the later tends to be rather solid and lacks dynamism.(S. Natarajan, M. Govindarajan, B. Kumar (2009) Designers should convey various feelings according to the shapes of different objects. For instance, square shapes give a sense of stability while circular shapes are perceived more as complete or perfect (Wu et al,2009). Convexity is preferred well than concavity although the latter may be easier to

pick up. The traditional Coca cola bottle is an example which combines both

the attributes, Most of the shapes and forms of the package are the matter of

creative design.(S. Natarajan, M. Govindarajan, B. Kumar (2009)

Another thing to consider is that larger portions are often associated with higher social status and people may choose larger portions when they feel powerless and want to affirm themselves (Chandon, P 2012). The height of a container is considered an important dimension that consumers commonly use as guidance to make volume judgment. (Raghubir

and Krishna, 1999).

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It is also considered that eyes tend to read from left to right and therefore, the

principle part of the design should be the left hand rather than the right- hand

side. (S. Natarajan, M. Govindarajan, B. Kumar (2009)

5- Packaging structural Design study

The researcher studies number of packaging structural designs carrying

Arabic identity introduced by non Arabian designer through analytical and

descriptive study. The objective is to address the role of structural packaging

design in enhancing identity by connecting verbal and visual elements of

structural packaging design in innovation.

5-1 Analytical study of innovative Omani structural packaging design)

A number of packaging for solid products in Arabic area achieved success

rate in enhancing its identity and strong brand through innovative structural

packaging designs.

Amouage Omani perfumes have distinctive structural packaging design which

reflects culture and tradition of Omani people.

Figure (3) indicates product and source of inspiration. In case 1 the designer

inspires the structural design of packaging from the popular famous mosque

'sultan Qaboos'.

Figure (3) Amouge Perfume packaging design analysis case1

The designer give the regular parallelogram shape of glass bottle a unique

look by distinctive packaging design; conforming the outlines of 'Sultan

Qaboos' mosque dome shape in the closure design, he also added value

simulating the corresponding lines like in mosque dome enhancing the

package with texture give light reflection on glass material surface.

Shape Half sphere closure on parrellelogram body shape

Material Glass; give prestigious look, tradition, quality, transparent

Texture Mix from slicked flat on body and crossing lines engraved on closure

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Case (2) is another perfume Package for same brand Amouage; designer

inspired the structural packaging design from Omani heritage; popular Omani

dagger 'khenjar'. The innovative Amouage structural packaging design

express Omani identity by tracing outlines of dragger handle in designing

packaging closure and part of dragger in packaging body.

The designer also succeeded in selecting metal as packaging material that

enhanced the metallic look simulating 'khenjar' Omani dragger see figure (4)

Shape Innovative shape

Material Metal; Golden shiny look

Texture Decorated ornamentation embossed on metal surface

Figure (4) Amouge Perfume packaging design analysis case2

5-2 Innovative special occasion packaging design projects (descriptive

study)

In this section projects of innovative solid packaging designs for gift and

special occasion are presented to explore the attracting area for this kind of

package for international consumer.

Table (2) descriptive study of innovative packaging projects for gift products

Package description Representative Package

An exclusive gift package for chocolate sweets and a souvenir wine bottle in the form of a quadratic pyramid with the height of 220 mm includes a cardboard box and multi level correx. The product facilitates the consumer to choose a unique stylish and functional souvenir or present. (Gold Pyramid; WorldStar awards 2004)

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6- Conclusion Structural Packaging design has very important role not less than graphic design but often more important. It's importance is shown in product marketing, introducing strong brand and building good relationship between product and consumer. Special occasion products packaging are different from commercial ones as it focuses on aesthetics shape that conveys special message. Arabic heritage, ancient history and oriental tradition are considered not only very attractive subject for national and international consumer but also a source of inspiration for designer. Using visual elements of structural packaging design to express verbal ones is a key factor of structural packaging design development and presenting innovative distinctive package. Designers make choices regarding product characteristics; shape, scale, proportion, materials, color, finish, ornamentation, and texture. They also decide how to mix those elements, and they determine the level of congruity among product characteristics. (Malkewitz, K. (2006) It is vitally important that Arabic special occasion package capture consumer hearts, as well as their eyes. Designer of packaging should have complete knowledge of customers needs and know about unconscious understanding of them about a product. Then a

Packaging design for hookah products. Designed to combine the strength and order from Ancient Egyptian hieroglyphs with the brightness and simplicity of Swedish Modernist design. The packages created are an obelisk box with stand for a roll of coals. Packaging design for hookah products. A pyramid box for shisha. (Project; David Kerr. (2014)

Egyptian inspired wine packaging concept. Designer Philippe Bordonado thought outside the box and came up with the idea of the Pyramid shaped packaging.. The

design is called Third Dynasty. (Projecct; Third Dynasty. (2011)

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good designer should have knowledge about personality of people and their tendencies.(Asadollahi, A., Givee M., (2011) For a designer on Arabic area specific considerations should be taken into account when dealing with structural packaging design for gift and special occasion: Determine the message that packaging has to tell to consumer

communication with no words is very important for designer; work on

shape material, texture and color.

Specify the target group; to whom the packaging message will be

transferred (Gender, age, nationality, attitude…)

Study the message delivery through consumer and how to respond

their requirements.

Connect the message with the occasion or the event it is related to.

Try to build strong brand and unique personality of the product through

packaging; don’t neglect the identity of producing country.

Make your structural packaging design different try to reflect country's

history, tradition and popular or famous places. Don’t forget those

consumers will be drawn to products that have innovative packaging

structure.

Make some effort to drive new innovative structural packaging design

by connecting verbal elements with visual ones.

For special occasion gift products: work on national and international

consumer they both have reason to make purchasing decision for

something proud of packaging that reflects personality, identity it is also

a distinctive souvenir.

Packaging Structural design should give three meanings; iconic,

indexical, and symbolic to product and product use.

7- Refrences

AMBROSE, G., & HARRIS, P. (2011). Packaging the brand exploring the relationship between packaging design and brand identity. Lausanne, AVA.

Asadollahi, A. , Givee M., (2011) The role of graphic design in packaging and sale of products in Iran, Contemporary Marketing Review.1(5) pp. 30 – 34.

Chandon, P. (2013) 'How Package Design and Packaged-based Marketing Claims Lead to Overeating', Applied Economic Perspectives and Policy, 35(1), pp. 1-39.

Chavalkul, Y., Saxon, A., & Jerrard, R. N. (2011). Combining 2D and 3D design for novel packaging for older people. International Journal of Design, 5(1), 43-58.

Chen, X, McKay, A, de Pennington, A, and Chau, HH: 2004, Package shape design principles to support brand identity, 14th IAPRI World Conference on Packaging.

IdentityWise, 2006. "The Role of Packaging in Building Brand Identity - It’s Not Just for Consumer Brands". Frank Firorella, 2(5).

KLIMCHUK, M. R., & KRASOVEC, S. A. (2006). Packaging design: successful

product branding from concept to shelf. Hoboken, N.J., J. Wiley & Sons.

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Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2008) Principles of Marketing, 5th European Edition: Pearsons Education Limited

Kuvykaite, R., Dovaliene, A. and Navickiene, L. (2009) 'Impact of Consumer Package Communication on Consumer Decision Making Process', Economics & Management,14, pp. 441-447

Meyers, H. ,Gerstman, R. (2005) The visionary package: using packaging to build effective brands, Houndmills, Basingstoke, Hampshire: Palgrave Macmillan.

Orth, U. R., & Malkewitz, K. (2006, July). Packaging design as resource for the construction of brand identity. In Proceedings of 3rd International Wine Business Research Conference (pp. 6-7).

Orth, U. R., & Malkewitz, K. (2008). Holistic package design and consumer brand impressions. Journal of Marketing, 72(3), 64-81.

Raghubir, P. and Krishna, A. (1999) Vital Dimensions in Volume Perception: Can the Eye Fool the Stomach? Journal of Marketing Research, Vol. 36, pp 313-326

Rettie, R. and Brewer, C. (2000), “The verbal and visual components of package design”, Journal of Product & Brand Management, Vol. 9 No. 1, pp.56-70.

Rusko, E ,et al.2011, Messenger Package – Integrating Technology, Design and Marketing for Future Package Communication, VTT Technical Research Centre of Finland

Natarajan S., M. Govindarajan, B. Kumar (2009). Fundamentals of packaging technology, PHI Learning Pvt. Ltd. P16,

Schoormans, J. P. L. and Robben H. S. J. (1997), “The effect of new package design on product attention, categorization and evaluation”, Journal of Economic Psychology. 18, pp. 271-287.

Silayoi, P. and Speece, M. (2004). Packaging and purchase decisions: an exploratory study on the impact of involvement level and time pressure. British food journal, 106(8), pp. 607- 628.

Thackston, K., et al. "Consumer Purchasing Based on Packaging Structural Design/Product Visual Display in a Retail Environment." Unpublished doctoral dissertation). Clemson University, Clemson SC. Retrived 2013 andrewd.ces.clemson.edu/courses/cpsc412/fall11/teams/.../group7.pdf

Wallace, R. (2001), Proving our value: Measuring package design's Return On Investment. Design Management Journal (Former Series), 12: 20–27

Wu, P., Bao, Z., Song, W., and Hu, Z. (2009, November).Research on semantics of packaging design. In Computer-Aided Industrial Design & Conceptual Design, 2009. CAID & CD 2009.IEEE 10th International Conference on (pp. 316-318).IEEE

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Zeitoun, E. (2010), "Innovation remains key to packages that generate sales. PackWorld retrived URL: http://www.packworld.com/package-design/strategy/innovation-remains-key-packages-generate-sales

Project; Gold Pyramid WorldStar Awards winner 2004 URL: http://www.globalpackagegallery.com/main.php/key/world+packagi?g2_itemId=39918

Project; David Kerr. (2014) URL: https://www.behance.net/gallery/Pyramid-

Packaging/2964267

Projecct; Third Dynasty. (2011) URL: http://creativeroots.org/2011/12/third-dynasty-egyptian-wine-packaging/

http://blog.esko.com/category/packaging-design/page/19/