Heritage Packaging Design Inspired From Saudi Artist Work (case study on duty-free shop products)

Packaging and packaging design are the most important marketing tool . Package attract consumers attention and considered one of the most important influence in purchase decision making process specially when we try to attract the Foreigner to heritage products, as most of the products offered on the free market are characterized by the simplicity of the packaging design, whether in terms of structural form or graphic design Of the package, which is not sufficient attraction factor , moreover as tool to define Saudi artists to the others,
Purpose –emphasize the importance of innovative packaging in marketing and stimulating sales and as an introductory tool for the cultures and heritage also to understand the function of packaging as a marketing tool. encourage the designer to link the development of packaging with consumer behavior.
Design/methodology/approach –an experimental survey approach, questionnaire as a tool to collect data current packages. case study method and experimentation was chosen in order to evaluate and investigate how packaging can be used in marketing. focuses on developing new promotional packages for heritage products of the Saudi Arabia that can be used in the airport duty free market, a new design for some promotional packages that depend on Saudi artists’ works has been created. link the developed package with new design trends .
Findings – The present study clarifies the following:
- Demonstrates that packaging has become an important tool in marketing in addition to being a very effective promotional medium for various heritage products, whether this is for end consumers or customers.
- There is a need to pay attention to designing heritage product packages and linking them to modern trends in terms of sustainability and being environmentally friendly. The study also emphasizes the importance of linking packaging with marketing strategy.
- An importance of using the packages for the purposes of differentiation, as well as introducing the cultures of different peoples through the merging between the nature of the product and the artistic works related to peoples' cultures
Practical implications – The managerial implication from the case study shows that packaging can be used together with the product concept to create a competitive offering in a market. This gives the possibility distinguish heritage products by using creative packaging design.
Originality/value – fulfills an identified need for contributions to more research on packaging and marketing strategy. The study shows the influence of developing heritage products packaging on marketing.