Exploring the emotional relationship between the user and the package of the Minakari

چکیده مقاله

The Packaging of artefacts, at the present time, is becoming more and more important. The visual quality of packages has a direct effect on their appeal and satisfaction for customers. One of the issues in presenting the Iranian handicrafts at local and international markets is the lack of consideration of the aesthetic and brand values. In this paper, the limited efforts in designing and packaging of the handicrafts have been researched. The aim was to explore the success of designed packages in fulfilling the branding objectives. In the first step, two samples of packages were chosen from the Iranian handicrafts and two from the international products. In order to understand the emotions of customers/users towards the new designs and whether they convey the branding objectives, we conducted number of research methods, including literature reviews and empirical methods.

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