Chapter 10: Branding, Packaging & Product Identity
Product identity emerges as a crucial aspect of consumer perception, transcending mere functionality. It encompasses a product's design, visual communication, and the emotional connection it establishes with users. Strong product identity allows brands to differentiate themselves in a crowded market, fostering recognition, loyalty, and perceived value, all of which are vital for commercial success.
Enroll to start learning
You've not yet enrolled in this course. Please enroll for free to listen to audio lessons, classroom podcasts and take practice test.
Sections
Navigate through the learning materials and practice exercises.
What we have learnt
- Product identity encompasses the overall impression and emotions associated with a product, influencing consumer behavior.
- Elements such as visual communication, tactile experience, and user experience contribute significantly to product identity.
- Effective packaging does not merely protect the product, but plays an important role in marketing and communication.
Key Concepts
- -- Product Identity
- The unique personality and character of a product that conveys its values and communicates with consumers.
- -- Brand Identity
- The sum of all experiences and perceptions a consumer associates with a company or its products, encompassing visual and sensory elements.
- -- Emotional Design
- The art of designing products to evoke specific emotions from users, shaping their perceptions and connections with the product.
- -- Packaging Design
- The practice of designing packaging to ensure protection, provide information, appeal aesthetically, and communicate brand identity.
- -- User Perception
- How users interpret and understand a product, significantly influenced by emotional design and sensory elements.
Additional Learning Materials
Supplementary resources to enhance your learning experience.