Visual recognition wrapped: Student explorations of product packages as brand messengers

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Fältnamn	Indikatorer	Metadata
000		03039naa a2200337 4500
001		oai:research.chalmers.se:78b3b8ad-a7c4-4353-8e28-326228a28654
003		SwePub
008		171007s2010 \| \|\|\|\|\|\|\|\|\|\|\|000 \|\|eng\|
020		a 9781904670193
024	7	a https://research.chalmers.se/publication/1295202 URI
040		a (SwePub)cth
041		a engb eng
042		9 SwePub
072	7	a kon2 swepub-publicationtype
072	7	a ref2 swepub-contenttype
100	1	a Karjalainen, Toni-Matti,d 1974u Aalto-Yliopisto,Aalto University4 aut0 (Swepub:cth)tonimatt
245	1 0	a Visual recognition wrapped: Student explorations of product packages as brand messengers
264	1	c 2010
520		a Design for visual brand recognition is of increasing strategic importance for companies. Specific focus is often on product packages that have strong communicative power. The package is used to inform about the product it covers or supports, to point out specific product qualities and, in specific, to create unique brand experience. In design education, new practical approaches are needed to engage students in exploring the possibilities of visual brand building and creating communicative and distinctive package solutions. In this paper, a student project is described and discussed to illustrate how package design can be approached from a brand communication perspective in the educational context. In addition to the overall description of the project and its phases, we briefly discuss one of the cases more in detail. In this case, a student group analyzed premium chocolate brands and developed a new fictive brand in this category by paying specific attention to the communicative qualities of the product package. We found that such a practical approach towards brands and their diverse aesthetic and symbolic qualities can provide a fruitful learning experience for design students.
650	7	a TEKNIK OCH TEKNOLOGIERx Maskinteknikx Produktionsteknik, arbetsvetenskap och ergonomi0 (SwePub)203072 hsv//swe
650	7	a ENGINEERING AND TECHNOLOGYx Mechanical Engineeringx Production Engineering, Human Work Science and Ergonomics0 (SwePub)203072 hsv//eng
650	7	a HUMANIORAx Annan humaniorax Övrig annan humaniora0 (SwePub)605992 hsv//swe
650	7	a HUMANITIESx Other Humanitiesx Other Humanities not elsewhere specified0 (SwePub)605992 hsv//eng
653		a package design
653		a Brand identity
653		a design education
700	1	a Heiniö, Sannau Aalto-Yliopisto,Aalto University4 aut
700	1	a Rahe, Ulrike,d 1964u Chalmers tekniska högskola,Chalmers University of Technology4 aut0 (Swepub:cth)ulrirahe
710	2	a Aalto-Yliopistob Chalmers tekniska högskola4 org
773	0	t 12th International Conference on Engineering and Product Design Education: When Design Education and Design Research Meet ., E and PDE 2010; Trondheim; Norway; 2 September 2010 through 3 September 2010g , s. 168-173q <168-173z 9781904670193
856	4 8	u https://research.chalmers.se/publication/129520

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TEKNIK OCH TEKNOLOGIER: TEKNIK OCH TEKNO ...; och Maskinteknik; och Produktionstekni ...

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Av lärosätet: Chalmers tekniska högskola

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