ROLE OF UNIT PACKAGING VISUAL LAYER IN MARKETING ACTIVITIES
Packaging and its visual layer form a unique value for a product and have an impact on its image. The component elements of a visual layer are signs whose precise division is shown in a classification based on the structure and functions of signs. Every single sign of packaging has huge importance i...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Publishing House of Rzeszow University of Technology
2023-06-01
|
| Series: | Modern Management Review |
| Subjects: | |
| Online Access: | https://journals.prz.edu.pl/mmr/article/view/1313 |
| _version_ | 1797792460991102976 |
|---|---|
| author | Konrad SMOLEŃ |
| author_facet | Konrad SMOLEŃ |
| author_sort | Konrad SMOLEŃ |
| collection | DOAJ |
| description | Packaging and its visual layer form a unique value for a product and have an impact on its image. The component elements of a visual layer are signs whose precise division is shown in a classification based on the structure and functions of signs. Every single sign of packaging has huge importance in the context of providing specific information designed to induce a potential buyer to make a purchase. The aim of this paper is to analyse and synthesise information pertaining to the signs of a unit packaging visual layer in relation to marketing activities – effective consumer communication and attractive product presentation. Considerations and findings presented herein may prove to be useful in the designing of packaging. |
| first_indexed | 2024-03-13T02:33:24Z |
| format | Article |
| id | doaj.art-ab44bc42259a481889c07cea68492c7c |
| institution | Directory Open Access Journal |
| issn | 2300-6366 2353-0758 |
| language | English |
| last_indexed | 2024-03-13T02:33:24Z |
| publishDate | 2023-06-01 |
| publisher | Publishing House of Rzeszow University of Technology |
| record_format | Article |
| series | Modern Management Review |
| spelling | doaj.art-ab44bc42259a481889c07cea68492c7c2023-06-29T11:42:51ZengPublishing House of Rzeszow University of TechnologyModern Management Review2300-63662353-07582023-06-01282697710.7862/rz.2023.mmr.131313ROLE OF UNIT PACKAGING VISUAL LAYER IN MARKETING ACTIVITIESKonrad SMOLEŃ0Cracow University of EconomicsPackaging and its visual layer form a unique value for a product and have an impact on its image. The component elements of a visual layer are signs whose precise division is shown in a classification based on the structure and functions of signs. Every single sign of packaging has huge importance in the context of providing specific information designed to induce a potential buyer to make a purchase. The aim of this paper is to analyse and synthesise information pertaining to the signs of a unit packaging visual layer in relation to marketing activities – effective consumer communication and attractive product presentation. Considerations and findings presented herein may prove to be useful in the designing of packaging.https://journals.prz.edu.pl/mmr/article/view/1313packagingpackaging visual layerbrandmarketing communication |
| spellingShingle | Konrad SMOLEŃ ROLE OF UNIT PACKAGING VISUAL LAYER IN MARKETING ACTIVITIES Modern Management Review packaging packaging visual layer brand marketing communication |
| title | ROLE OF UNIT PACKAGING VISUAL LAYER IN MARKETING ACTIVITIES |
| title_full | ROLE OF UNIT PACKAGING VISUAL LAYER IN MARKETING ACTIVITIES |
| title_fullStr | ROLE OF UNIT PACKAGING VISUAL LAYER IN MARKETING ACTIVITIES |
| title_full_unstemmed | ROLE OF UNIT PACKAGING VISUAL LAYER IN MARKETING ACTIVITIES |
| title_short | ROLE OF UNIT PACKAGING VISUAL LAYER IN MARKETING ACTIVITIES |
| title_sort | role of unit packaging visual layer in marketing activities |
| topic | packaging packaging visual layer brand marketing communication |
| url | https://journals.prz.edu.pl/mmr/article/view/1313 |
| work_keys_str_mv | AT konradsmolen roleofunitpackagingvisuallayerinmarketingactivities |