KONUŞAN AMBALAJLARIN TÜKETİCİNİN ÜRÜN TERCİHİ ÜZERİNDEKİ ETKİSİ
EFFECT OF TALKING PACKAGING ON THE CONSUMER PREFERENCE FOR PRODUCTS

Summary/Abstract: The packaging, which was before expected to simply serve the functions of carrying and protecting a product, is today expected to successfully perform certain further tasks like establishing communication with the consumer, marketing the product and attracting attention, in parallel with the changing consumer expectations. The range of products that widens each passing day and the presence of a consumer group with increased awareness cause the competition among the equivalent products to escalate even further. As a result of this concern, the companies are heading for the packaging able to interact with the consumer, instead of the conventional packaging. The ability to address the consumer with an effective design and to leave a positive emotional impression on the consumer with the small messages conveyed provide benefits in terms of increasing the sales of a product and the positioning of a brand among hundreds of products. The reason is that the consumer goes for not only a product they like, but also a product making them feel good, smile and think, or entertaining them. While the messages disposed outside the packaging allow the satisfaction of the need for communication that has been in existence since the beginning of humanity, the messages, placed inside the packaging, differing with every product and able to be read only after a product is purchased, lead the consumer to buy another new product out of curiosity though they do not need it and pave the way for repeated shopping. In this study, the packaging designs, which contain small messages addressing the consumer and which are limited to a quantity of 4, were examined, said packaging designs were evaluated in terms of use forms, use reasons, preferred typographic layout, color choice and likely effects on the consumer, and the suggestions were offered about the messages the use of which in the packaging design is considered to provide benefits.

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