Multicultural View on Package Design : Scandinavian and Asian Design, Focus on Finland and Korea

Abstract

The importance of packaging design as a communication channel and branding is growing in competitive markets for packaged products and it’s a crucial parameter to consider when designing a product or selecting a target audience. This thesis utilizes surveys, interviews, literature-based research and other methods to understand consumer behavior towards products and how packaging elements can affect buying decisions. Visual package elements play a major role, representing the product, especially in low involvement and when they are in rush. It was during my exchange Studies in Asia when I noticed that cultural values clearly affect visuals and as a result, the market and ultimately the way consumers buy. The challenge for designers is to integrate packaging into an effective purchasing decision model, by understanding packaging elements as important marketing communications tools and considering side parameters such as cultural differences, tendencies, or psychological values. This paper is meant to help package designers analyze the general cues in package design and to spot cultural differences and similarities in a practical way, helping their work when working for global brands or in different cultural environments. Propositions for future research are presented, which can help in developing better understanding of consumer response to packaging elements.