Creativity in Packaging Design as a Competitive promotional Tool

Authors

Dina Elkhattat, Department of Public Relations at the College of Mass Communication, Ajman University, Ajman, UAE\\ Department of Media and Mass Communication, Faculty of Arts, Ain Shams University, Cairo, EgyptFollow
Mervat Medhat, Department of Graphic Design at the College of Mass Communication, Ajman University, Ajman, UAE\\ Department of Art & Design, Academy Higher Institution of Applied Art, 6th of October, Cairo, EgyptFollow

Abstract

In line with the vast technology, and challenging competition among organizations in the field of industry, recently the food companies recognized the importance of innovative Packaging design as a vital solution and a competitive element among competitors, as it should be unique, adding value to consumers, and well reflects the brand’s identity. In that context, the study of factors affecting consumer attraction and intentions and behaviors will be very beneficial for food companies that tend to produce creative packaging to enhance their brand’s positioning by attracting consumers’ attention towards their products and influence the final purchase intentions. Hence, analyzing the creative food packages will help companies to maintain the integration between innovation and creativity as parallel with the design appealing and functionality, through implementing new technologies to support consumers’ experience and enhancing the ease of use, and the concepts of social responsibility towards the environment. In this Regard, packages are developing all the time by using creative ideas, different printing materials, technologies, and smart solutions that are integrated with communication through digital media for a better experience in communicating with the target audience and to match their changing needs and lifestyles. The study through its analytical descriptive approach of food packaging samples aimed to identify, elaborate, analyze, and discuss factors that lead to a unique food packaging to have a great influence on consumer experience and preferences toward products, and to highlights the recent trends in creative packaging of the food industry, to specify the most significant elements in the food packaging nowadays. The study results concluded that adopting creative and innovative design ideas and utilizing different technologies could help the package promotion in unique impressive experience to enhance the consumers’ purchasing decision, and researchers stressed the recommendations regarding applying “eco-friendly and sustainable packages” to achieve mutual benefits for both consumers and the environment. Additionally, Food companies should be careful about the package functionality especially with the vast spreading of e-commerce and the long shipping period, and in times of crisis and pandemics like Covid-19, as packaging material should be protected during shipping till delivery to consumers.

Recommended Citation

Elkhattat, Dina and Medhat, Mervat (2022) "Creativity in Packaging Design as a Competitive promotional Tool," Information Sciences Letters: Vol. 11 : Iss. 1 , PP -.
Available at: https://digitalcommons.aaru.edu.jo/isl/vol11/iss1/19