haku: @indexterm design management / yhteensä: 234
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| Tekijä: | Schoormans, J. (et al.) |
| Otsikko: | Designing packages that communicate product attributes and brand values: An exploratory method |
| Lehti: | Design Journal
2010 : VOL: 13:1, p. 31-47 |
| Asiasana: | design management packaging industry drinks industry product attributes brands |
| Vapaa asiasana: | brand values product categories |
| Kieli: | eng |
| Tiivistelmä: | This study presents a 3-step method for the systematic design of a package's structural characteristics (henceforth as: str-chars.) visualizing product attributes (as: prd-attrs.) and brand values. The method was tested in an initial pilot study: 1. the str-chars. of a package which consumers associate with prd-attrs. were defined through a series of consumer studies, 2. the extent of the design space was explored to formulate design guidelines to express prd-attrs. 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. In this study, whisky and vodka were used as the product categories. |
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