Set up classification rules for beverage package visual design differentiation through a relevant package theory;
2. Explore the current differentiations of visual design through the observation of beverage bottles and cans in the hypermarkets of Taiwan; and
3. Analyze the application methods and classification of visual elements related to beverage package design differentiation.
In product strategy, packaging is thought of as the fifth P in addition to the four Ps in mar- keting, which accounts for the importance of package design (Kotler, 1997). In a market with highly homogeneous products, package designers are the key factor in sales promotion. When a brand is opening a new market, making differentiation is the first step (Knapp, 1999). Good package design is helpful in building product images that makes a deep impression on consumers and becomes a distinguishing feature of the products. This practice is also an important strategy for design differentiation.
Literature Review
“Packaging” plays the role of a “voiceless salesperson” (Gershman, 1987; Sara, 1990). It is a self-promotion tool. For an all-round insight into the design elements of differentiation for the packaging findability, this paper divides the literature review into three parts: (a) beverage packaging and its categories, and (b) visual and functional features of package design, and (c) packaging findability and design differentiation.