Study the Development of Food Packaging Design and Its Impact on the Brand's Visual Identity in The Egyptian Market

Document Type : Original Article

Authors

1 Advertising Department, Faculty of Applied Arts – 6 October University

2 Advertising Department, Faculty of Applied Arts , 6 October University

3 Advertising Department, Faculty of Applied Arts ,6 October University

4 Printing, Publishing and Packaging, Faculty of Applied Arts, Helwan University Advertising Department-Dean of Faculty of Applied Arts, 6 October University

Abstract

Recently, the world is witnessing the rapid development due to huge technological advances. This led to the intensity of competition and conflict among different brands to meet consumer needs by providing high-quality food products. However, this is becoming not the only enough to convince today’s consumers to buy. Packaging is one of the most important elements of the brand’s visual identity that achieves a competitive advantage that maintains consumer loyalty and achieves a positive mental image of the product.

The research problem is the lack of clarity of the brand design visual identity of some food product packaging in the Egyptian market.

Therefore, the research aims to raise the design value of packaging for food products in the Egyptian market to highlight the brand’s visual identity. In addition to emphasizing the importance of the impact of packaging design on consumer purchasing behavior and enhancing the brand image to achieve competitive advantages.

The research followed a descriptive-analytical approach,, where the researcher described the packaging of food products, furthermore, a questionnaire was conducted to gather data from the study community, which included a set of questions to understand consumers' opinions about the design of food packaging in the Egyptian market. The collected data was then analyzed statistically to obtain a set of results.

One of the most prominent results was the necessity of diversifying packaging design methods for food products and considering design standards that are suitable for the target audience, as this has a positive impact on the visual identity and brand image of consumers.

One of the key recommendations was to conduct further marketing research to identify consumer requirements and utilize modern design methods to reflect a distinctive image for the brand.

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