The Effect of Auspicious Signs (Mascot) on the Design of Beverage Packaging

Media packaging, which, given its beauty and visual attractiveness, meets the emotional and psychological needs of the consumer in enjoying shopping, having a product, and using it. Since the type of beverage product is due to the restrictions placed on the market for sale, it creates similarity in the use of the materials and thus the shape and structure of the packaging. Therefore, in these cases, the graphic design of the package is the cause of the difference and distinction. Each brand is trying to introduce itself with a meaning in the mind of the consumer, and the mascots are the signs and graphic elements on the package that point directly to the brand and the product. The purpose of the mascot design is to simplify and accelerate the consumer's interaction with a product. Mascots with impressive on consumer imagination, they become a memorable element and create an opportunity to add a unique attribute to the manufacturer and the product. The current research is based on descriptive-analytical nature in terms of its purpose, applied, and collecting information. In general, the history describes the definition of mascot, and the effect of its personality on the introduction of a packaged product, also the analysis and evaluation of selected mascots from the collection of Iranian beverage products has been addressed. As a result, the principles indicating the features of successful business mascot can be inferred.