Low involvement,low price and low quality image renegotiated – a case study of staple food package design

The food sector is identified as one of the fastest growing industries introducing package innovations and new package designs. This article is based on a packaging development project of a food company producing eggs. The case presents the company's first-time engagement with package development. The materials generated during development project serve as a starting point for an interpretive single case study. The units of analysis are three perspectives identified by the various research as essential for the packaging development project. These are the food company's, an outsourced branding and packaging consultants' and that of the consumers'. This study is motivated by how the package attributes are perceived as meaningful in the particular context and by how the package attributes are created when a low involvement primary food product package is developed. The exposition of case study findings is organised according to a theory-led literature review outlining the essential package attributes and a project-led case describing how these attributes were created during the project. The results show signs of substantial qualitative differences in contribution of the participants as well as the quality of information they provided for the package development. Moreover, findings on packaging development indicate that the practical interplay between company, external consultancy and information generated by the consumer research provide together a backed up and sharper view on packaging development decisions made during the project.     

Brands and religious labels: a spillover perspective

Abstract

With different religions mixing in many societies, religious consumer groups receive increasing attention as target segments. Trying to appeal to such religious segments, companies differentiate food products by adding religious labels (e.g. kosher or halal) to packaging. But while this makes the products more attractive to the consumers of the focal religion, adding a religious label may also impact the brand evaluation by consumers with no religious beliefs or a different religious orientation. Drawing upon social identity theory to explain the psychological basis of inter-group discrimination, and taking account of information integration theory to analyse how religious labels affect product and brand evaluations, this article aims to assess the spillover effects between religion and brand among consumers who are not part of the religious communities addressed by these labels. The findings indicate that the perception of religious labels on food packaging is influenced by the attitudes towards the religion and the brand, while the relative importance of both antecedents is dependent upon several consumer characteristics. The theoretical and managerial implications of our findings, the limitations of our work and directions for future research are discussed.     

包装逆向物流的环境影响外部性分析

介绍了包装逆向物流以及其环境影响的外部性表现,同时从经济学的角度分析了包装逆向物流的环境外部性对企业进行资源配置的影响,最后将包装逆向物流的环境外部性进行定量化分析。     

浅谈现代女性化妆品的发展趋势

随着经济的飞速发展,人们的物质生活水平和文化生活水平得到了很大的提高。人们对于商品的追求不再局限于它们的功能,更多的开始注重精神和视觉上的满足感。由此,包装设计成为了新时代的宠儿,它不仅仅是保存商品,运输商品的一种策略,更加成为新的市场的一种营销手段和媒介。包装为产品披上了一件华丽的外衣,这件"衣服"的美与丑直接与产品的销售有着必然直接的联系,同时也刺激着消费者的购买欲望,也成为激烈的市场竞争中最具有力的竞争手段。化妆品包装是化妆品销售中的最后一个关卡,是能够达到成功销售的关键一步,也是直接与消费者进行的最后一步沟通的桥梁。消费者可以通过化妆品的内外包装设计,能够了解化妆品的功能、质地、成分,甚至通过包装设计可以了解到公司的企业文化和理念,寻求到最适合自己的化妆品。     

机器视觉在小盒烟包铝箔及内衬纸检测系统上的应用

本文立足烟草行业,从小盒烟包铝箔及内衬纸检测系统谈起,探究了机器视觉在小盒烟包铝箔及内衬纸检测系统应用上的合理性和优越性,以带动卷烟包装设备的新一轮自动化改革浪潮。     

基于工艺程序分析与模特法的窗帘包装作业优化研究

利用工艺程序与VTR(录像摄影)分析方法,发现窗帘包装线上甲、乙两位工人作业存在的问题,依托动作经济原则,去除多余动作,挖掘可改善动作,实现甲、乙作业平衡。基于模特法(MOD)的基本原理,分析窗帘包装线改善前后的作业过程,制定科学合理的作业时间,实现窗帘包装作业的标准化,达到减少工时浪费,降低劳动强度,提高包装效率的目的。由MOD值分析得出甲工人作业效率提高10.22%,乙工人作业效率提高5.66%,总体作业效率提高8.95%以上。     

绿色包装设计教学初探

包装设计是一门艺术学科,而在探索适合商洛地方的教学实践上,应深刻理解绿色包装设计的含义,进行教学。本论文分别从常见的绿色包装设计材料、绿色设计原则上进行分析,最后回归到教学上,把地方绿色包装材料合理地运用到课堂,实现绿色包装设计教学目的。     

低碳经济背景下绿色包装产业发展对策研究

以低能耗、低污染、低排放为基础的低碳经济是应对全球气候变暖,实现可持续发展的具体路径和必由之路。作为我国国民经济不可或缺的配套产业,包装产业必须坚持低碳经济发展理念,走绿色包装之路。依据低碳经济理论,阐述了绿色包装产业的内涵与特征,分析了我国绿色包装产业发展面临的困难与挑战,分别从企业、政府与行业协会及消费者方面提出了我国绿色包装产业发展的对策与建议。     

In the eye of the beholder: Communicating CSR through color in packaging design

Consumers have become much more attentive and demanding about corporate social responsibility (CSR), and companies are now gradually becoming aware that receiving consumer favor could depend on conducting business in a sustainable manner. Moreover, in order to gain returns from their CSR investments, such as company reputation, customer loyalty and customer–company identification, firms must also provide effective communication of their CSR efforts to the consumers. This study explores the potential of packaging color for conveying CSR to consumers, focusing in particular on consumer packaged goods. For this purpose, a quantitative study was conducted on a representative sample of consumers (n = 2000) in the form of a structured questionnaire, administered using face-to-face interviews. Three different stimuli were created through fictitious images of a non-existent brand product. Only the color of the packaging varied, while all the other graphic elements were left unchanged. The results show that, despite the prevailing association of green with the concepts of sustainability and CSR, it is not the most suitable color to clearly and credibly convey a CSR message to consumers. Thus, it is important to examine whether different colors could serve better to improve the clarity and credibility of CSR claims.     

Short brand stories on packaging: An examination of consumer responses

The persuasiveness of stories and their influence on consumers have been acknowledged in marketing, particularly within the advertising field. In marketing practice, brand stories are increasingly also appearing on product packages. However, packages differ from ads in significant ways as communication channels; for example, the space for messages on a package is limited by the size of the package. This study reports findings from two experiments comparing consumer responses to fast‐moving consumer good (FMCG) packages with and without short brand stories. The findings show that even a short brand story included on FMCG packaging has a positive impact on consumers’ affective, attitudinal, product value, and behavioral intention responses to the brand.