Packaging is of crucial importance in the communication between the consumer and the product. It should attract and persuade the consumer to make a purchase through its visual appeal. The purpose of this thesis was to focus on the research of packaging for food and desserts and to apply the acquired knowledge to create a unique physical product. The thesis includes the design and production of three series of packaging for the company Zalana, aimed at improving brand recognition and expanding into a wider market. The theoretical part presents the theory of designing packaging in the most psychologically effective way, along with some examples of packaging from the same field. The experimental part introduces the materials, printer, and software tools such as Engview Package & Display Designer, Adobe Illustrator, Adobe Photoshop and others, used for designing and producting the packaging. The results and discussion describe the entire process of creation, including sketches of initial ideas and layouts. The production of layouts, prototypes, revisions, and final products is demonstrated. The final products consist of three packages for eight, four, and two pralines, made from non-corrugated coated cardboard with a weight of 400 g/m2 and additional protective lamination. The outcome of the thesis is a unique packaging with personalized design, which will distinguish and enhance the recognition of the Zalana company.
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