Comparison of Aesthetics and Practical Value of Traditional and Environmentally Conscious Packaging

Nature is often a source of inspiration for human use, from which we frequently learn and imitate. Thus, the role of packaging, whose primary function is product protection, has also been adopted from nature. Packaging is no longer merely a passive carrier of products, but has become an active communication channel and tool for brand creation. Properly designed packaging can provide a product with competitive advantage in the market and contribute to successful sales. The diploma thesis focuses from a theoretical standpoint on the following topics: packaging, packaging functions, packaging materials, traditional and environmentally conscious packaging, the impact of packaging on purchasing decisions.

Problem

Nature is often a source of inspiration for human use, from which we frequently learn and imitate. Thus, the role of packaging, whose primary function is product protection, has also been adopted from nature.

Solution and Method

Packaging is no longer merely a passive carrier of products, but has become an active communication channel and tool for brand creation. Graphic design of packaging plays a key role in creating first impressions that consumers receive when encountering a product on shop shelves or upon receiving the product in their hands. Packaging design is the most exciting and demanding work for a designer due to the combination of rapid advances in materials and better understanding of shopping psychology.

Graphic design of packaging, in addition to the aesthetic aspect, also serves functional objectives, such as clear communication with the consumer, product recognition amongst competition, and providing information about ingredients, use, and product durability. Even less attractive packaging can become an exceptional sales hit if properly designed for the target audience. They have also arrived at developing new high-tech materials and placing great emphasis on what happens to the product when it leaves the packaging.

Many companies are considering how to combine the consumer's desire for single-use products with environmental awareness. Parallel to the functionality and aesthetics of packaging, its marketing potential is also important.

Results

Properly designed packaging can provide a product with competitive advantage in the market and contribute to successful sales. The diploma thesis focuses from a theoretical standpoint on the following topics: packaging, packaging functions, packaging materials, traditional and environmentally conscious packaging, the impact of packaging on purchasing decisions. She also addressed the processes of packaging design and all stages of packaging design.

The second part of the thesis relates to survey analysis. The questions refer to the influence of aesthetics and functionality in traditional packaging compared to environmentally conscious packaging on consumers' purchasing decisions. Through the research, she gained insight into understanding the role of packaging in consumer behaviour, which offers practical guidelines for improving packaging from the perspective of aesthetics, functionality of food products, sustainability, and brand value.

She created new secondary packaging that better contributes to brand recognition, the aesthetic aspect of packaging, and has better functionality.