In this master thesis, we looked at the differences and similarities between European, more specifically Slovenian and South Korean, soft drink packaging and tried to answer the questions of how culture influences packaging design and consumer choices. The aim of the research was to find commonalities and differences between Slovenian and South Korean design of this type of packaging and to link the different design methods into a new added value, thus creating a final product based on South Korean design features that would be suitable for the European market.
We started our research work by defining the meaning of culture and its impact on design. We introduced South Korean and Slovenian culture, their economies and the soft drinks markets. We defined what packaging is, what materials are used for soft drink packaging in general, what packaging materials are used in Slovenia and South Korea and what their attitudes are towards waste recycling. We carried out a market overview and comparison, looking at the characteristics of South Korean packaging and the differences between South Korean and Slovenian packaging. Through the practical part of the assignment, we designed illustrations on fruit juice bottle labels and a final product based on South Korean design features that would be suitable for the European market. At the end, we presented the differences in design elements between the two cultures.
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