With the tremendous technological boom we are experiencing today, which naturally led to the rapid change in the nature of consumers, recipients of advertising messages and their desire for more control and participation, consumer experience has played an effective role in packaging design and the emergence of innovative ideas for attractive and interactive packaging that affects the final purchasing decision of the consumer. Packaging design is the latest promotional tool affecting the consumer before the purchase process immediately. The interactive packaging is a new concept that enables designers to create direct advertising messages that are not only more targeted and integrated to suit the rush lifestyle of the consumer, but also provide a range of options in a fun interactive experience, this experience could either with the packaging or the product inside or with the advertising message to enable them learn more about the product and brand and enhance the recognition image of the producing company.The experience between consumer and interactive packaging goes through several stages start from attracting attention and arousing his curiosity, that drives him to select the package and carry it to start interact and identify its advantages. In this time experience creates a aesthetics relationship between package and consumer. The aesthetics of the package design greatly affect our perception of the product’s value. The research aims to study different forms or interactive levels in package design includes the simple interactive structure shape and die cut of the package itself and the possibility of interact with it in an innovative and enjoyable experience, or by using the interactive functionality of the package, such as preservation and protection in active and smart package, this could provide important information about the validity of the product and its interaction with the surrounding context. or by using of new techniques and technology like using of multimedia, 2D, 3D design and augmented reality (AR), which adds a dimension interaction in deeper level with the consumer, enable package to start promote to itself. The importance of research is in conducting an analytical study of the different forms of interaction in package design and study the extent of their impact on the purchasing decisions of the consumer and how it leads to enhance the recognition image of the product and producing company. In spite of the importance and modernity of this topic, interactive package has not been addressed and studied at its various levels adequately in many studies. The study has followed the analytical descriptive method through an analytical study of different models of interactive packaging. The study concluded that adopting interactive design ideas and utilizing different technologies helps the designer to develop and create new advertising ideas with a distinctive experience in packaging design. enhance Consumer purchasing decisions, the relationship between producer and producer, strength the recognition image of the company and loyalty of the expected consumers.
Youssef, Mervat Medhat Ali Mohamed
"Best Interactivity practices for effective packaging design; "multiple case studies.","
International Design Journal: Vol. 9:
3, Article 19.
Available at: https://digitalcommons.aaru.edu.jo/faa-design/vol9/iss3/19