Graphic Design Theories in Packaging
The research article written by E. Bankole Oladumiye (2018) is original research which discusses the significance and application of graphic design theories when applied to package design. The types of sources used to build the research are research articles and books. Altogether, 8 out of 22 of his sources were within the five year range before his paper was published, so some of the information presented might not still be relevant.
In the abstract, Oladumiye (2018) states that the research examines how designers use design to grow and change within their own work, while also establishing the importance and application of graphic design theories in packaging technology. Conveyed the message that graphic designers who create package designs often produce creative, attractive as well as appealing outcomes when using graphic design theories. The abstract provided a clear look into the upcoming information.
The research conducted by Oladumiye has a hypothesis within his research. It aims to find the presence of a significant relationship between the usage/application of graphic design theories as well as the creation of appealing package designs. To conduct the research, Oladumiye made use of a descriptive survey research method. A structured questionnaire was used for the primary data, where participants were questioned on their previous/recent experiences with package design & buying behaviours. As for the secondary research, Oladumiye gathered information from published works.
For the primary data, a total of 450 responses were considered valid. The researcher did not provide a clear reason for the validity of the respondents. It would have been insightful if he gave reasons for readers to understand what made each response valid. Each respondent is an individual from Federal University of Technology, Akure. Overall, the questions that were asked seemed to ask for simple, one-word answers. Perhaps it would have been better if Oladumiye were to ask more open-ended questions to obtain in-depth answers. Oladumiye found that a significant relationship between graphic design theories guided package designs and consumer consumption preferences.
For secondary data, Oladumiye investigated design theories, graphic design elements & principles, package design as well as the application of graphic design in packaging technology. For design theories, it was reminded that changes in these theories are inevitable as time goes on. This is due to the increasing quality of research and practices in the field which are to serve every designer. Oladumiye states that package design is a visual stimulus which is used to inform, educate & persuade potential consumers to purchase a product. There is a noticeable difference in package design that is created by designers who made use of the appropriate theories due to the overall appeal and attractiveness of their designs. For example, it was found that the Gestalt Theory provided rational explanations in the shifts of space, timing & configuration which leads to an overall profound effect on the information presented. A specific design theory depends on the purpose of a certain product and the client’s needs. Next, graphic design elements & principles which allows designers to explore visual communication and unleash their creativity to overcome the problems within industries. This is done with their visual, strategic, typographic and technical skills. A piece of design which uses the design principles and elements to convey the intended message effectively is considered successful design. However, misusing them will result in unwanted outcomes. Next, packaging plays an important role in the success of a product. Not only is it a protector of a product, but it also provides an identity to the consumer. Fifty to seventy percent of consumers were found to make decisions at the point of sale. It also takes them five seconds to look at a piece of design, which makes the time even more crucial than ever. The two most important functions of packaging are providing information to consumers and the potentiality of being sold. Finally, the application of graphic design in packaging technology. It was stated that there are seven types of professionals in packaging technology. They are mechanical engineers, electrical engineers, packaging engineers, industrial engineers, chemical engineers, marketing teams, medical teams as well as the designers. Through this, it was clear that Oladumiye was thorough with his research.
The conclusion stated that despite the many graphic design theories, there are still major elements which guide graphic designers to overcome certain problems. It concluded that graphic design theories guide effective consumer product package designers. Without the application of graphic design theories, the work and effort of the designers will often be doomed to fail, as packaging design will forever be dependent on graphic design theories.
Overall, the research points support the fact that graphic design theories are crucial to produce successful package design. By asking his respondents for his research questions, Olamudiye was able to gather a better understanding on what the local Nigerian community thought of package design & the usage of design theories. Despite not mentioning trends, Olamudiye was able to express the importance of prioritising graphic design elements, principles and theories when designing package design in his study. However, it is to note that some data had confusing typo errors which can make people confused when reading his primary research, but that can be easily fixed if one were to look at the data table which were presented.
Vasileiadis et. al (2019) aimed to write an analysis of the conceptual design of products and packages that fits the customer’s needs. Among the 29 sources, 11 of them were within the five year range which would question the relevance of some of the information. Vasileiadis et. al’s introduction is short and simple, spelling out to readers that the goal is to present a step-by-step process of designing a new innovative and aesthetically pleasing product and packaging that will satisfy consumers.
As for their literature review, their review of the chosen literature is straight to the point. It is clear and easy to digest. However, the reviews would have been more insightful to the readers if there were more elaborations provided to further understand the information. Then, the researchers state their goal to the reader, and proceed to elaborate on package materials, branding and product names. An issue may arise due to the sudden increase of elaboration, as readers were just getting used to the simple, straight-to-the-point writing which was presented earlier. This can make readers miss out on important information as their focus shifts.
As for the methodology used, Vasileiadis et. al first presents a clear workflow chart which allows readers to quickly see the route of the research. After identifying the problem, they proceeded to gather data. First, they gathered data by interviewing ten customers. The ten consisted of males and females. Eight of them were ages ranging from 20 - 30 and the other two were above 40. They asked the participants a total of ten questions, which were more focused on product design. It might have been better to have gotten more participants, and even expand the age range, in order to get better opinions, rather than just from a specific generation. After collecting the data, the researchers went on to create a survey which was answered by 312 respondents. Using the data, Vasileiadis et. al, then presented a direct bar chart which showcased the hierarchy of needs for sunglasses & hand watches.
Thus, Vasileiadis et. al went on to create a product as well as its packaging. A majority of the process was to create the product, but it was noted that packaging design lies between industrial and graphic design. It was noted that package design should fit the lifestyle of the consumer, in order to intensify the feeling of possession, satisfy the vision and persuade the consumer’s mind. Not only that, but packaging should also fit the expectations of customers as they now look for sustainable, functional and eco-friendly products that are worth their price. Vasileiadis et. al then proceeded to create packaging and explain the reasons behind each of the creative decisions.
Vasileiadis et. al’s conclusion was a repeat of the process. It didn’t provide more information to the reader, which tied up the paper nicely.
Overall, Vasileiadis et. al (2019)’s paper achieved its goal of learning about the consumer’s needs and creating a product to satisfy those needs. Despite some hiccups, it provided direct and comprehensible research, while explaining the way they did things with certainty. It answers how package design affects consumers as well as designers, through the lenses of building a product & its packaging from scratch.
A research article written by Raja et. al (2017) discusses visual design elements and perceived aesthetic values. The researchers reviewed past literature, contents, interviews, observations as well as physical artefacts. Their reference list has clear indications for the types of references used, allowing for readers to have easy understanding of their sources. However, it is to note that the referencing for the websites they used as sources, were not properly done.
In the abstract, Raja et. al provides a clear and comprehensible outlook of the paper. It is stated how understanding the relationships between the design theories and aesthetic judgement provides a possibility of new methods of designing SMEs food packaging, especially in Malaysia. Despite the clear focus on food packaging in Malaysia, consumers’ opinions and design elements are vital in package design, thus, have been deemed as important.
Next, the introduction establishes that “beauty is in the eye of the beholder”, describing that upbringing and culture are the reasons that humans differ opinions in a visual aesthetic sense. Identifying, recognising, exploring, purchasing, associating and more perception and cognitive processes are needed to appreciate the physical attributes of a product. A design which is human-centred is often known for the experience it provides the consumer. Aesthetic pleasures, attribution of meanings as well as emotional responses are the three level experiences as described by the authors.
For the literature reviews, elaborate, but insightful information is provided in sections, such as, aesthetics, visual design elements, design elements, principles & perception and more. Provided with the information are simple to understand diagrams which are easy to understand. However, the diagrams could be cleaner and have better usage of colours to add contrast for easier reading. For the subtopic, ‘Aesthetics’, the researchers state that visual design elements produce a gestalt of elements which provides a holistic design. They also introduce the three types of product experience; aesthetic experiences, experiences of meaning as well as emotional experiences, and state that all of these differ amongst different individuals. Second, the subtopic, ‘Visual Design Elements’, provides information describing the essential elements of graphics on design packaging, which are, identification, information, promotion, enhancement and brand/product loyalty. Then, the researchers provide different information from their different sources about the same topic. Possibly, it could have created confusion if this wasn’t stated out clearly. Perhaps, they could have used a table or a double bubble map to show the differences with more clarity. Thirdly, ‘Design Elements and the principles and perception’ states that art elements combined create harmony, variety and unity, which leads to perception and well-done gestalt. Package design is stated to help make the consumer experience better, while staying relevant successfully. Fourth, ‘Aesthetic’ notes that aesthetic levels are dependent on generations. Gestalt psychology is described as vital when designing holistic designs, as it gives prominent effects. Fifth, the subtopic ‘Affective Response’ represents itself as a response from product interaction. A Kansei engineering method is introduced, stating that it aims to create products that produce desired experiences by understanding the relationships between a products’ experiences and properties. Sixth, ‘Packaging Design and evaluation’ shares that a designer should learn the consumer decision process in order to create packaging which is successful.
The researchers have two research problems which set their goal to comprehend theoretical and design approaches on current aesthetic values on package design for SME food products within Malaysia as well as obtain guidance on design aspects from individuals who are educated on design. Not only that, but they also have two hypotheses to guide their research.
For the methodology, Raja et. al (2017) used qualitative methods in order to understand more about aesthetic theories and visual design elements. Their methods included interviews, direct observations as well as physical artefacts. When showcasing direct observations and physical artefacts, there were no words to describe the figures shown, which leaves their readers wondering. It would have been insightful if the researchers had written a small paragraph, explaining the process of observing, just like they did for their interview process.
Next, they presented their results. The perception stages are supported by the theory of aesthetic values of human basic values. Gestalt psychology plays an important role when designing holistic design. The impact of package design has to go through perception in order to reach ‘Interpretation’. They achieved their goal of understanding the background knowledge in order to discover new design possibilities.
Finally, the conclusion describes the experience when one looks at package design, by using information that has been previously stated. There is no additional information to leave readers hanging which is a positive.
All in all, the paper presented well-researched information which described their points with clarity and coherence. They stated their citations well, and did not miss any points which would have left readers confused.
The research by Favier et al. (2018) aims to investigate the impact of holistic variables in package design and the influence of simplicity and/or complexity in package design on a brand’s perception. The researchers approached the topic using a multidisciplinary approach, in order to understand how semiotics, art history and marketing play a role. The abstract provided is clear and straightforward, establishing the purpose and methodology quickly to the reader.
In the introduction, package design is defined as a communication medium that influences the consumer’s physical and online point-of-purchase decision. The authors provide an in depth description for their purpose, share some general information on package design as well as share their chosen methods to explore their topic and prove their hypotheses. It provides a clear pathway to the reader, allowing them to prepare for the information presented.
The authors present their literature reviews first, starting with semiotics as it is important to learn the ways package design produces meanings. Package design is described as having two facets, which are, the signifier and the signified. For art history, it describes how simplicity is often associated with precision, rigour, elegance, sobriety and more, whereas complexity is often associated with traditions, sophistication, manipulation, imagination and more. This is due to the ‘nothing-to-hide’ aspect of simple design, in comparison to complex designs which are thought to try and manipulate their consumers. With the literature reviews, the researchers establish thirteen hypotheses. At a first glance, it seems excessive to have so many hypotheses, but they have a clear elaboration and reasoning behind them.
Next, is research methodology. The researchers designed three dummy champagne bottle labels to test out their hypotheses on a total 445 respondents, carried out in an interview. Bottle 1 has a simple design, Bottle 3 has a complex design, while Bottle 2 has incorporations of both. Out of the 445 respondents, only 305 of the responses were considered valid as those respondents are champagne drinkers. The researchers provided logical reasonings for the validity of the participants as these reasonings might affect the results. However, the number of interviewees could be increased to get more reliable data. The researchers also interviewed interviewees with direct as well as open-ended questions to obtain more information. This method is a good way to ensure they get as much insight as possible.
For the results, it is presented with direct data, tables and figures, allowing for readers to comprehend them with ease. The researchers constantly referred their results back to their hypotheses, showing if they were supported or not. Overall, Hypotheses 2, 3, 5, 7, 8, 9 and 11 were supported by the data collected. By doing this, it is further showcased that the researchers had put in dedication to make the statistics as perspicuous as possible to those who chose to read their work.
For their discussions and conclusion, Favier et al. (2018) shares a simplified version of what they learnt from their research, what they presented, their limitations, and their hopes for future research. On the limitations aspect, it is respectable that they are transparent with the reader that factors like colour of the champagne package design, their extensive research in Western art history and cultural backgrounds might have affected the results. Not only that, they state that future research based on a similar topic will further fill the gap of information within this topic.
In conclusion, Favier et. al (2018) presented a well-written and thoughtful research article which is present with their hard work and dedication, towards the topic as well as the reader. They are direct and transparent with their work, even admitting to things that could have made their work more perceptive. Not only that, but their figures and tables are neat and well-presented. Overall, this research article is suitable for the chosen research problem.
The research conducted by Shi (2022) aims to analyse the relationship between visual design and packaging design with their role’s impact on packaging design. The researcher uses a deep CNN-based aesthetic classification method as well as a deep learning-based NIMA neural network. In the abstract, the methods are stated to the reader as well as the reasons for this research, allowing for readers to be eased into the topic. However, it can be quite confusing for readers to understand the methods stated, so a definition for the acronyms would help readers understand better early on.
Next, the introduction allows viewers to develop knowledge of package design, what goes on behind the scenes in package design as well as the research. In the introduction, there is a slight format issue which starts. To present subtopics, the author uses italicised text which blends into the paragraphs as there is no proper spacing in between them. Perhaps the author could have differentiated the subtopic from the text in a better way by underlining or bolding the text. Then, Shi (2022) states in depth how previous researchers did their research methodology, providing readers some sense of previous research articles. It shows that the researcher was dedicated to their work, taking time to acknowledge how previous research methods were executed. The author also explains the reasons for choosing their research method with clarity.
The chosen research method is obtaining opinions from both human participants and trained technology. For their participants, they recruited nine people who used more than ten different applications a day and had knowledge of design aesthetics. The researcher could have included more people into the study as nine people would not develop reliable enough data. Then, the researcher clarifies how the participants were not offered any compensation or payment. It provides readers with an understanding that there was no conflict of interest in this study to produce certain results. Furthermore, the researcher’s complex explanations allow for easy understanding. As an example, there are complicated-looking calculations laced through the research, but the author carefully spells out information to prevent misunderstandings. It was found that the Pearson correlation of the deep learning NIMA-based splash screen aesthetics distribution prediction method will be able to reach a strong correlation and represent human aesthetic standards better.
For the topic, “Experiment”, it showcases things that were learnt through the process of the research. The title might be confusing, as it implies that further experiments will be carried out. The author could have made the topic, “Discussions” or combined it with the conclusion segment to avoid confusion. Overall, these two topics discussed what was learnt as well as provided an easy-to-read text which was clear and comprehensible. Shi (2022) even included a note that data used in the paper are available upon request, showcasing that the author is reliable by being transparent with the data.
Favier, M., Celhay, F., Pantin-Sohier, G. (2018). Is less more or a bore? Package design simplicity and brand perception: an application to Champagne. Journal of Retailing and Consumer Services, 46, 11-20. https://doi.org/10.1016/j.jretconser.2018.09.013
Oladumiye, E. B. (2018). Graphic Design Theory Research and Application in Packaging Technology. Art and Design Review, 6, 29-42. https://doi.org/10.4236/adr.2018.61003
Raja, I. S. R. A. R., Azman, B., Lim, Y. P. (2017). Perceived Aesthetics Visual Design Elements of A Packaging Design: A Preliminary Study. Malaysian Journal of Creative Media, Design and Technology, Volume 1 (3), 2017. https://rekajournal.usm.my/images/Volume_1/paper16E_031-small.pdf
Shi, L. (2022). Design of Packaging Design Evaluation Architecture Based on Deep Learning. Scientific Programming, Volume 2022. https://doi.org/10.1155/2022/4469495
Vasileiadis, T., Tzotzis, A., Tzetzis, D. & Kyratsis, P. (2019). Combining product and packaging design for increased added value and customer satisfaction. Journal of Graphic Engineering and Design, Volume 10 (2), 2019. http://doi.org/10.24867/JGED-2019-2-005