CRITICAL REVIEW #1
Hassan, A. and Mostafa, H. (2018). The Importance of Packaging Design as a Branding Factor in Consumer Behavior. [online] Www.academia.edu
Available at: https://www.academia.edu/38617966/The_Importance_of_packaging_design_as_a_branding_Factor_in_Consumer_Behavior [Accessed 3 May. 2019]
This journal article of ‘The Importance of Packaging Design as a Branding Factor in Consumer Behavior’ is an original research studying the importance of packaging design as a branding factor on consumer behavior. The researchers stated that there is a high relation between the brand strategy and the packaging design elements, there are a high relationship between buying behavior and packing visual elements such as color, background of packing font style and packing innovation as a branding factor, their impact are high. Thus, the purposes of this study are to analyze how the visual elements of packaging as a branding factor are succeed to manifest the brand strategy and to identify the role and the impact of the packaging visual elements on the consumer buying behavior.
Since this research is a tangible matter, the researchers collect their own data utilizing direct questionnaire examining what the most attracted cereal packaging design is. The questionnaire has done using google poll and measurement results were assumed to have been obtained on the equal interval scale which is the Std. deviation and Std. error. According to its research method, this research can be specified as a primary research as the researcher collect their own data quantitatively.
Apart from collecting their own experience, the researchers engaging sources mainly books that related to the topic and some journals articles. Reasoning employed is deductive as it starts with assertion of a general rule and proceeds from there to a specific conclusion. The evidence provided in a statistical type as the method of data collection was through a questionnaire.
The data collected is adequately support the conclusion drawn by the researchers as the statistical evidence found that brand strategy has to be manifested for a strong packaging design which mean that visual elements has to be born according to the brand mission and vision and indicate to it. Search also proof that there is a high impact of packaging innovation memorability, meaningfulness, and likeability impacts consumer behavior during buying process more than color, font style, and other elements of design. This results are supporting what have been predicted by the researchers. This research is mostly contributing in advertising, packaging design, and brand identity design field as it contains a lot of proof on consumer behavior buying process impacted by a brand identity reflective brand packaging.
This research is well written because it is effectively tells the idea of the research and points out every point they wanted to point out. Moreover, it is also organized as they categorized each section for each topic. But there are some missed and misused punctuation that confusing. In addition, this paper is not very neat as there’s merged section which makes this article not so good looking.
Overall, this article is clear from its abstract till its conclusion with a narrowed elucidation of the problem idea. The implementation of surveying through direct questionnaire is well-organised and neat, as well as how they inferencing data through a mathematical statistic way. The charts provided that shows the percentage of data survey collected are very helpful to inform the result of the survey. The researchers considered some alternative perspective as they done a thorough survey for this research with five hypothesis that have to be proved by the end of the research. The writing style used is suitable to be read by students, researcher, and people that wants to dive in this field further.
CRITICAL REVIEW #2
Kauppinen, H. (2014). Strategic Use of Colour in Brand Packaging. [online] Wileyonlinelibrary.com
Available at: https://onlinelibrary.wiley.com/doi/abs/10.1002/pts.2061 [Accessed 5 May, 2019]
This paper, ‘Strategic Use of Colour in Brand Packaging” is exploring how colours help to attract consumers’ attention and affect their perceptions at the point of purchase. It is an original research from secondary source as the researcher used a qualitative study approach by surveying colour related research for collecting data purposes. The researcher stated that this study makes a first attempt to bring the multifarious nature and multiple functions of packaging colour to light. This study aiming to develop a theoretical foundation and proposes a comprehensive framework that combines the functions of packaging colours of packaging and its relationships. By having this approach, the researcher believe that this paper will contributes to the field in terms of summarizing the existing knowledge and pointing out gaps in knowledge and avenues for future research.
The methodology the researcher used may have a weakness that the information could be not specific and there may be a time lag issue as information collected from another research usually not sync with the times and might have changed drastically. The author did survey 96 of earlier colour related research and the research is neat and well written. It is sectioned chronologically so it would helps reader build up the research idea and understands it easily. With surveying a lot of related field research, the author also came up with a research question suggestion for future research as the author thinks it is a gaps in packaging colour knowledge.
From the research, it can be concluded that the reasonings employed in this study is inductive because the research started with a broad generalizations from specific observations done by the researcher. Furthermore, the researcher used data and the conclusions drawn from the data. The type of evidence provided is logical type as logic used the most to support the hypothesis. If any could considered as a gap in the evidence, it might be its knowledge gaps in packaging colour knowledge that the author mentioned several times in the research.
The data collected by surveying colour related research is adequately support the conclusion drawn by the researcher as the result is widened to a lot of details that support the main conclusion of the research. Other interpretations such as the properties of colour should be considered in creating brand packaging are also plausible as it is supported by the data collected as well as the output of the research. In some part, the conclusion is depend on a particular theoretical formulation especially colour theoretical formulation, for instance mentioned in the research is the colour communication. This study contributes to the field in terms of summarizing the existing knowledge.
The author is responsible for all of the data since there are no portions left out, also this research is written with a consideration from several possible perspective as the output touches an unexpected one such as packaging colour relation to the consumer and nationality as well as to its contextual aspects of the colour which is specificity to country.
The logic of the argument constructed firmly, thus it is very logical as it is strengthened by enough source of evidence.
Overall, this article is an interesting read. This research is suitable to read as a knowledge and especially for student’s further thorough research as the language is effective and communicative. There were no grammatical errors specifying this research as the one with a certain quality. This journal article is relevant to my topic as it is also investigating about colour and brand packaging. It is helpful for my research although brand identity as my topic is not included as a topic in this journal article.
CRITICAL REVIEW #3
Stoimenova, B. (n.d.). Visual Brand Identity Design. [online] Www.academia.edu. Available at:
https://www.academia.edu/36218368/VISUAL_BRAND_IDENTITY_DESIGN [Accessed 7 May. 2019]
The study of ‘Visual Brand Identity Design’ is revealing how to use elements to tangibly express characteristic and intangible added values of identity such as personality traits, character qualities, and sensations. The purpose of this research is to create a theoretical framework for planning the design of visual identity program. The researcher gathered and specified the visual brand elements mentioned in the visual brand identity literature in marketing context. Therefore, this paper is a qualitative secondary resource as it’s conducted based on visual brand identity literature in marketing context. The researcher stated that the integrated design elements of corporate visual identity have rarely been studied and the area is characterized by conceptual and methodological diversity, which helps to constructed a knowledge that not commonly explored.
This research is an interesting read but the language used is not very communicative so it may takes some times to completely understands this journal article. On the other hand, this research is quite organized as this research has an obvious sectioned part that makes this research less confusing. Also the hypothesis of this research is not stated clearly and we need some times of a very focus reading to process this research and found the hypothesis.
The methodology used in this research may not be very advantageous as literature may not sync with the times and the fact might changed drastically. As for the methodology chosen, the researcher also stated what is the pro and the cons of methods commonly used in design research. Unfortunately, the researcher didn’t really explain why using visual brand identity literature as a methodology was chosen.
The reasoning employed is inductive type as it is begins with a specific observations and limited in scope, then proceeds to a generalized conclusion which in this research is that visual expression can be perceived as a tangible asset of the brand that is easily understood and assessed. The evidence provided in this research is a logical type as this research was written logically based on literature as its source.
This paper is well-organised as it is effectively categorized, it has abstract, introduction, methodology, theoretical framework which is the body of this research, conclusion, as well as references. For the body part, the writing is organized especially in the part that the researcher shows a table of visual brand identity design elements even-though the presenting table is not very well placed as it’s not in a table form.
The data collected from gathering and specifying the visual brand elements mentioned in the visual brand identity literature in marketing context is adequately support the conclusion drawn by the researcher as the researcher came up with a summarized theoretical classifications of visual brand identity elements. The other interpretations are plausible as it is proven at the end of the research. This research is contributing to visual brand identity field as this research widened up the knowledge that is not commonly explored.
This research written with a tolerable amount of grammatical and spelling error as it is still legible and the content is intelligible. However, this research could be improved and be much better by improving its title to be more reflective for its contents, avoiding some repetitive statement that leads to confusion. Overall, this research is suitable for people that is living in design field as they can understands this topic better and could be use as an incremental knowledge for them.
CRITICAL REVIEW #4
Martinez, Margarida, Martinez, Abreu. (2018). Colour Contrast in Packaging and Consumer Product Perception. [online] www.researchgate.net
Available at:
https://www.researchgate.net/publication/330780037_Colour_contrast_in_packaging_and_consumer_product_perception [Accessed at 7 May. 2019]
The study of ‘Colour Contrast in Packaging and Consumer Product Perception’ is explaining the link between colour combinations and consumers’ perceptions on calories, healthiness and purchase intention. Specifically on the effect of the complementary and analogous colours applied in a hedonic category of product. This research is an original research from a primary source as the researcher did the data collection with an online survey quantitatively.
This research is very well organized, neat and well written as the language used is communicative and it is well sectioned between each part. The research question and hypothesis in this research is stated clearly and even explained that makes us easily following the idea of this research.
The data collection method is using a questionnaire conducted with 344 valid respondents who were asked to rate their perceptions regarding two different packages for cookies. This kind of methodology may have some weakness such as survey fraud and limited sampling and limited respondent availability. For this research, the researcher faced some issues such as invalid data due to missing responses and failure in the colour blindness test.
The hypothesis addressed by collecting and studying any related-field books, therefore, the types of evidence provided are both statistical and logical as the researchers did a quantitative online survey as well as collecting data from related-field books. The type of reasoning employed is Inductive because the conclusions are merely likely. Because of the researchers explained the reasoning very well that the researchers wrote the way on how the hypothesis was drawn, there’s not really a gap in it as the reader could easily understands and follows this research.
The data collected is adequately support the conclusion drawn by the researchers but unfortunately the researchers did not included an informative chart or table or any graphs that would inform the result of data collection, instead the researchers makes it into paragraphs that may delay the reader to gets the information. The interpretations are plausible as the researcher explained it with an evidence and plausible logic to get the hypothesis. The conclusions are depend on a particular theoretical formulation since the hypotheses were drawn from a theoretical and logical source. This research is contributing to analyse the consumers’ expectations on calories and healthiness perceptions as well as their purchase intention.
Overall, this research topic is interesting as well as the research itself. I would recommend this journal article to people who is familiar with research, data and statistic as the discussion and results part a bit difficult to understand due to the lack of informativeness of the way to informing the informations.
CRITICAL REVIEW #5
Şeref, G. (2015). Using Typography and colour in Packaging Design, Global Journal on Humanities & Social Sciences. [online] 01, pp 521-526.
Available at:
http://www.world-education- center.org/index.php/pntsbs [Accessed at 12 May. 2019]
The study ‘Using Typography and Colour in Packaging Design’ is revealing how to select the right typography and colour in packaging design. This study is intended to study the importance of considering the proper typography and colour in packaging design to reflect the product and the integrity of the package. The research is focuses on the relationship between colour and design of typography and examines the influence of package design on consumer behavior through a case study.
The researcher used a qualitative study approach by examining the affect of package design on consumer behavior through a case study, making this article a secondary source of research as well as an original research since the researcher did not commented on any original research. However, this methodology might be lack of validity and robustness as a research tool. But this research process might be confirmed in validity as the researcher used multiple case studied but could be even more valid if the researcher triangulated the study with other methods.
The type of reasoning employed by the researcher is deductive as theories was held and the hypothesis is made out of it. The type of evidence provided is logical as it is more theory based and there was no statistical data collected in the research methodology. There is no gap in the reasoning as each paragraph of researcher’s conclusions are supported by a paraphrase as a fact that strengthened the conclusion drawn. Means that the data collected by the researcher also adequately support the conclusion drawn.
There are other interpretations stated by the researcher and they are plausible as they are also supported by general facts, for instance when the author stated that each society attributes different meanings and emotional reactions to colours, generally accepted associations started to appear in the globalizing world, then the author follows by mentioning some research supported interpretation. The conclusions are dependent on a data collected from a case study not really depend on a particular theoretical formulation.
This research could contributes to the packaging design, colour, and typography field as well as how packages functioned not only as a protection and preservability, but also its influence on the customer behavior.
In short, this research is might be too brief as the author didn’t introduced the research properly since there is no statement from the researcher whether this kind of research had frequently been done before or rarely been done before. Also the author didn’t sectioned the paragraphs since there are only two sections in this journal which is abstract and introduction.
Overall, this research might be suitable for those who needs a brief information of typography and colour on packaging design that influence consumer behavior topic. Specifically for students or a starter researcher as this research is not very complicated and might be helping to familiarize readers to article journals.
CRITICAL REVIEW #6
Raheem, Vishnu, Ahmed. (2014). Impact of Product Packaging on Consumer’s Buying Behavior. [online] www.researchgate.net
Available at:
The study of ‘Impact of Product Packaging on Consumer’s Buying Behavior’ is studying the role of packaging on consumer’s buying behavior. The purpose of this study is to examine the essential factors which will driving the success of the brand. Also, this research is identifying the relationship between the dependent and independent variables. The researchers stated that this research is a primary research.Thus, this is an original research from a primary source as the data was collected through questionnaire.
This study used a quantitative data collection method that the researchers collected samples from 150 respondents by questionnaire. Then, the reliability of model was tested using a SPSS software. The methodology used was pretty well planned since the researchers also had been planned the population of the study which is students and educational institutions of Karachi using simple random sampling in order to generalize the finding in the particular sector. 13 questions were prepared in the survey obtaining data for one variable and some questions were directly obtaining with no complications, and each variable was measure by asking the seven questions by using the 5-points itemized rating type scale ranging from strongly disagrees to strongly agree. This methodology conducted is strong enough, however the researchers might should have considering packaging typefaces as its independent variables as the researchers also put packaging colour in the variables.
The hypothesis addressed while the researchers examining about the person correlation and the Pearson’s correlation is used. The reasoning type employed is deductive because the hypotheses drawn were supported by the data collected. The type of evidence provided could be considered as statistical and empirical type as mathematical and scientific evidence were collected. This research is well written and prepared as there we no such a gap in the reasoning and the evidence, but the researchers might want to put the original collected sample before be treated by the software so that the evidence would be even clearer.
The data collected adequately support the conclusion drawn by the researchers since the hypotheses were made by each variable and finally the data collected also proved the validity of the hypotheses. This research is contributing to the packaging, buying behavior, purchase decision studies that would do for future research or as a knowledge.
In sum, the research conducted was very prepared and very well written as the method used were explained briefly yet solid. The researchers even categorized the explanation of the methodology used such as tools of data collection, sampling technique and sample, measures, methodology for analysis data, and briefly sum up about descriptive analysis and correlation The authors also stated some previous research that built the conclusion of this research as a one big section as well as other sections that are sectioned appropriately. Makes this research very communicative and effective to tell its points and purposes.
Overall, this research is suitable to be read by students, researchers, instructor, and by anyone in particular who needs more depth knowledge in these field. This journal article is worth read as it is interesting and informative that definitely beneficial for only as a knowledge or future research, or even packaging companies since there was a recommendation provided as well as survey conducted on buying behavior recently that would be useful to upgrade their company.
CRITICAL REVIEW #7
Brakus, Schmitt, Zarantolleno. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. [online] https://www.jstor.org/stable/20619022
Available at:
https://www.jstor.org/stable/pdf/20619022.pdf?refreqid=excelsior%3A5e4d0bd41380a700e773d017b3dd865f [Accessed 14 May. 2019]
This study about ‘Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?’ is identifying the underlying dimensions of brand experience and develop a scale that measure the strength with which a brand evokes each experience dimension. This research is sectioned into some sections that root each other and also makes this research could be easily understood as the information given is not overwhelming at once.
This research is an original research from both primary and secondary source as the researchers reviewed consumer, literature in philosophy, cognitive science and marketing research as its research methodology, ergo this research is both qualitative and quantitative. The researchers define and conceptualize the brand experience construct by reviewing consumer and marketing research, as well as reviewing the literature in philosophy, cognitive science, and applied management to distinguish brand experience dimensions and develop a brand experience scale. Then an examining on the psychometric properties of the scale using standard scale validation procedures also will be done. Last, the researchers will test whether the brand experience affects consumer satisfaction and loyalty. There were 209 students as a participant that asked to rate to which extent the items described his or her experience with the brands listed, the personality of the brands, feelings of satisfaction and loyalty towards the brands. These methodologies might seems a bit too much and it is too much, but eventually all the effort to collect data will result in a good way since the researchers is plausibly open to interpretations drawn from the data collected, for instance when the author gave an illustration to lead us to the idea that brand personality and brand attachment have been defined on the basis of equivalent concepts in personality and developmental psychology which resulting in the development of scale items was relatively straightforward. Contrastly, writing on experience can be found in a wide range of fields, including marketing, cognitive science, and management practice. Therefore the researchers thinks that it is a must to clearly conceptualize our construct and develop scale items based on this conceptualization.
The hypotheses in this research addressed by paraphrasing a few supporting collected data, then the researchers came up with a conclusion that root the hypotheses drawn. The type of reasoning employed is deductive and inductive as the data collected supporting the hypotheses drawn by the researcher after collecting data and evidence. The type of provided evidence could be considered as logical, statistical and empirical since the evidence collected are in a logical form as in table 1 which is the descriptions of experiential brands, statistic mathematical form for example the table 4 that is showing the confirmatory factor analysis model fit comparisons, and empirical form as the one we can found in figure 1 and 2 that is showing the study of confirmatory factor analysis: the four factor model, and the study of confirmatory factor analysis model fit comparisons.
The conclusion drawn by the researchers after collecting data so the data is adequately supporting the conclusion drawn and vice versa. The researchers’ interpretations are plausible as the researcher draw the interpretation based on qualitative data collected from sources such as reviews from customer, marketing researches, literature in philosophy and cognitive science. This research contributes in experience marketing, brand experience, customer experience management, scale development and marketing communications field.
Overall, this research is an interesting read as the methodology conducted was thorough and informative making this research very helpful for further future research and as a knowledge, therefore this research is suitable for students and new researcher as they secondary source.
CRITICAL REVIEW #8
Agariya et al. (2012). The Role of Packaging in Brand Communication. [online] citeseerx.ist.psu.edu
Available at:
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.302.981&rep=rep1&type=pdf
[Accessed at 15 May. 2019]
This study of ‘The Role of Packaging in Brand Communication’ is studying the importance of various visual and verbal elements of package for consumer’s decisions by surveying literature. It discussed about relationships between package design and buyer attraction, communicating to the buyer, convenience in handling, saleability of product, and green aspect. Also about relationship between usability of package and ease of handling, disposability and protection. As well as the hypotheses for relationship between liking for package and brand, country of origin, colour connotation, symbol connotation and size.
The data collection method is quantitative as the researchers used a questionnaire entangle dependent and independent variables was administered to the representative set of population. And the survey results were analyzed by multiple regression analysis. The questionnaire conducted both online and offline involving 20 parameters that compromised package design, communication through package and usability of package. In addition to the method, the researcher also used an instrument called as pulse oxy-meter to measure the pulse rate change when the population were shown variations in different packages. The packages shown contained the appeals of design, attractiveness, usability and brand. Besides that, the researcher also used qualitative data collection method that mostly used as the root of the hypotheses. This methodology used by the researchers might have some weaknesses as the weaknesses of the usual qualitative data collection would have, which is unconscientious responses, accessibility issues and survey fatigue. But the researcher managed to conduct the research and resulted a conclusions that close enough to the interpretations.
The hypotheses were made by relating several aspects together and generate a few hypotheses that is positive and negative, means does or does not. For instance, the researchers made a few hypotheses out of relation between usability of package and ease of handling, disposability and protection.
The reasoning type employed in this article journal is deductive as the researchers did literature review first and made a interpretations based on its consequences. The type of evidence provided can be considered both logical and statistical since the interpretations were drawn plausibly and based on literature review that the researcher did in the first step. Statistical as the data collected is in statistic mathematical form and analyzed by using multiple regression analysis to find out the statistical relationship existing between dependent and independent variables.
The data collected is adequately support the conclusion the researchers draw as the data was collected to prove the hypotheses. This research would contributes in the fields such as: brand communication, brand image, package design, and packaging.
Overall, this article journal is a good read because it is organized as each part distributed appropriately that the informations given are not mixed up. This paper would be suitable to be read by future researcher as their secondary source and as a knowledge for particular needs.
CRITICAL REVIEW #9
Underwood and Klein. (2002). Packaging as Brand Communication: Effects of Product Pictures on Consumer Responses to the Package and Brand. [online] www.tandfonline.com
Available at: https://www.tandfonline.com/doi/pdf/10.1080/10696679.2002.11501926?needAccess=true [Accessed 15 May, 2019]
This study of ‘Packaging as Brand Communication: Effects of Product Pictures on Consumer Responses to the Package and Brand’ is examining the impact of product image on packages in consumers’ beliefs about the brand and their evaluations of both the brand and package. Using food products to demonstrates packages that represent an image can communicate information about the brand, thus change the brand beliefs. This research provides evidence that consumers use packaging, inessential cue, to conclude real product attributes as the purpose of this research is to obtain clearer understanding of the role of packaging as an extrinsic cue and to measure the efficacy of product pictures on packaging.
It is an original research from primary source as the researchers used an empirical method to conduct this research. Testing the preceding hypotheses in an experiment conducted with 265 student subjects at a large state university, hence it is a quantitative research.
The researchers evaluated the subjects by computer-generated images of either national or private level brand packages in three product categories. Package designs were varied so that the subjects could include or exclude a realistic picture of the product. Subjects reported their beliefs about the target product in each category, as well as their evaluations of the package and the brand. This methodology used by the researchers is resulting in a strong straightforward conclusion that rooted the hypotheses drawn. It seems that the researchers had not encounter any problem conducting this research engaging this methodology, thus no weaknesses concluded from this methodology conducted in this research. The study addressed the hypotheses with a deductive reasoning by summarizing the reason drawn from the literature research, so this research also can be considered as qualitative research.
The evidence provided are empirical, statistical and logical as the researchers conducted an experience to test the preceding hypotheses, and the researchers collected data and measured it statistically, also that the researchers interpreted the hypotheses logically based on the literature sources.
The data collected which is the table of general linear model analyses of picture and brand familiarity effects is adequately support the conclusions drawn by the researcher such as the conclusion of including a picture of the product on a package will positively affect attitudes towards the package, beliefs and brands evaluations, as well as the conclusion of including a product picture in its packaging will have more pronounced effect on low familiarity brands than on high familiarity brands with respect to the same point as the first conclusion.
This work of the researchers would contributes to the design, communication, and marketing research as a knowledge and a secondary source for future research, thus this research is suitable for those who is around these fields or people who needs this research for a particular reason. This research also suitable for people who seeks information and more knowledge in these fields as this research is informative and effective in telling its points.
CRITICAL REVIEW #10
Karjalainen, Heiniö, Rahe. (2010). Visual Recognition Wrapped: Student Explorations of Product Packages as Brand Messengers. [online] pdfs.semanticscholar.org
Available at: https://pdfs.semanticscholar.org/1af3/6d9c43fe0bfc399028f399d92734ff4571fd.pdf [Accessed 15 May, 2019]
This research of ‘Visual Recognition Wrapped: Student Explorations of Product Packages as Brand Messengers’ is illustrating how package design can be approached from a brand communication perspective in the educational context by describing and discussing a student project in which various approaches were applied to analyze a design product packages. In this study, the authors argued that package is often the only material of brand development. It is also takes the role of a messenger and can be used to point out certain product qualities and to reinforce the unique brand experience. In another section of the research, the authors also stated that from all the package design element, colour is recognized to be the most powerful one compared with shape and graphics. “Brand colours attract attention, evoke aesthetic response, and convey meanings on the product and product class” the author stated.
In this research, the authors sectioned this research into an introduction, package design as visual brand communication media which is the collected secondary sources as a theory to support this research. Project overview that overviewing the analysis, and new brand creation and package design as part of this research methodology. Project example then final remarks that is equal with a conclusion. This sectioning outlined that this research is methodological.
This research is an original research from a primary source as the researchers conducted their own study by forming a group of 4 to 5 students to analyse the visual communication features of two existing brands in their respective categories. Then, create a new fictive brand for this category and design a product package for this brand. Thus, this research can be concluded as a qualitative research. As this research goal is to provide students with an understanding of the role and aspects of brand creation and management through visual design features, a practical approach this methodology provide towards brands and their diverse aesthetic and symbolic qualities can provide a fruitful learning experience for design students. However outside an educational context, this methodology might be too subjective and less able to be used for the future research.
As no hypotheses drawn by the researchers in this article journal, this research could be concluded as an inductive type of reasoning. The researchers didn’t interpret and the conclusions were find as the research was going on. However, this research also can be concluded to employed a deductive type of reasoning since the researchers quotes many statement from prior researches and books. The type of evidence provided is empirical as the methodology project to collect data is by experiencing an experiment done on students. The researchers stated many statement from the secondary sources and they are sustaining each other making the reasoning of this research strong.
The data collected is adequately support the researchers goal to provide students with an experience of creating and managing brand through visual design features as the data collected was a form of created and managed brand itself. Thus, this work will be very contributing to the educational field firstly as the goal of this research is to educate especially to design students. The theory provided by the researchers is not bad as it is strongly rooted by a lot of sources and this theory would be helpful as a supporting theory for a secondary source in the future research.
In sum, I would recommend this paper to students especially design students, instructor, and future researcher who researching within a similar or close topic area as this paper holding on a good and strong theory that would help giving a big and even detailed picture of its point.