planning and fashioning the complete form and structure of a product's package. In creating a new design or revamping an existing design, the following aspects of a product's package are usually reviewed: size and shape, color, closure, outside appearance, protection and economy, convenience, labeling, and the packaging material's effects on the environment. The best packaging system is then developed by careful evaluation of product, market competition, and existing product line. Generally speaking, package redesigning is done one element at a time, to preserve the brand loyalty of existing customers.
It may not be science, but there are research techniques to measure the effectiveness and leverage the results of package designs. Scott Young articulates the possibilities, the limits, and the best uses of this type of design research. Perhaps more valuable, he recommends specific steps managers can take to build collaborative and productive relationships among designers, experts in research, and decision makers in marketing and sales.
The concept of product packaging along with design represents an understanding that to market one’s item to consumers entails an understanding that they have choices and the core idea in implementing the preceding represents swaying that choice to one’s particular brand. Product packaging, in terms of human history and civilization, is a relatively new concept in that the early tribal and village cultures caught and consumed food where it was located, moving frequently to avail themselves of game and growing produce (Berger, 2002). The self contained and self sufficiency nature of this type of existence created little need to store, transport or package items as they were consumed almost instantly. Containers of that period consisted of leaves, shells and gourds which later gave way to materials that were of natural origin, such as animal organs, containers made of woven grasses and logs that were hollowed (Berger, 2002). As humankind progressed, gathered into larger villages and what could be termed towns the increased nature of commerce included foodstuffs as an item of trade. Trading marts sold not only woven materials and fashioned implements, but were a location where hunters and farmers brought items to market to be sold.
The packaging of goods is a language which tells the customers the attributes, functions, connotation, taste and cultural meaning of products. In this paper, the basic theory of semiotics is used to interpret the semiotic meaning of packaging, and the concept of packaging semantics is put forward. First, some basic element, such as symbols, semiotics, and product semantics are discussed in brief. Then, the concept of packaging semantics is given. The connotation, structure, factors and their relationship organization also explored in depth. By researching, understanding and mastering packaging semantics, modern packaging designers will get some important guidance