Packaging is an essential part of marketing, as it influences brand recognition and stimulates consumer purchasing decisions. It should be designed not only to attract attention but also to effectively protect and simplifies the transport of the product. Packaging design combines elements such as materials, colors, typography and visual components, with a key focus on conveying the brand's message and differentiating it from competitors.
The history of packaging dates back to ancient times when natural materials like leaves and clay were used for storage and transport. The evolution of packaging has paralleled technological advancements – from ceramics and glass containers to cardboard boxes, which became the standard in the 20th century. In recent decades, packaging has incorporated technological innovations such as NFC (Near Field Communication), which enables wireless data transfer between devices and enhances product interactivity.
The purpose of this diploma thesis was to explore the process of packaging design and emphasize its role in achieving marketing goals. Special attention was given to the development of innovative packaging that integrates aesthetic, functional and economic aspects. The theoretical part includes a definition of packaging, an overview of the design thinking and the key steps in the design process, from market research to prototyping. The experimental part focuses on analyzing existing packaging, the development of visual solutions, and evaluating production costs. The packaging development process was based on a design thinking approach, which allowed for a systematic understanding of the problems, the generation of ideas and their testing.
The goal of the research was to develop attractive and functional packaging that would draw consumer attention through its design, materials, and interactive features. Such an approach not only increases product recognition but also strengthens the brand's market position.
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