The Impact of Islamic Iranian Design Representation on Saffron Packaging in the Communication Process with the Audience

Document Type : Original Article

Author

Ph.D. Student in Art Research, Faculty of Art , Shahed University, Tehran, Iran

Abstract

As one of the influential phenomena in the modern world, packaging protects products from environmental factors. It serves as a communicative tool for presenting brand imagery and a reference point for consumers' product selection. This research investigates the influence of Islamic Iranian design representation on saffron packaging on audience communication. The main research question is to explore the position and orientation of Iranian saffron packaging designers regarding the representation of Iranian identity components in their works. The research method is descriptive-analytical, and data collection is a combination of surveys, image analysis, and field observations through questionnaires and interviews with the audience. Data analysis is qualitative. The findings indicate that the visual elements of Iranian saffron packaging in successful samples represented Iran's brand and cultural identity components and conveyed the intended meanings. However, there are challenges in transferring the desired concepts and meanings, leading to disruptions in communication with Iranian consumers. These challenges are as follows: 1. Undesirable design of the packaging's appearance, protective structure, and ergonomic issues; 2. Weakness in providing a proportional and desirable product and service identity in the brand name; 3. Challenges in utilizing proper language and visual typography; 4. Inadequate use of suitable colors in the packages; 5. Inappropriate use of visual elements in the design and the lack of attention to elements that evoke memorable experiences from the Iranian audience's previous encounters.

Keywords

Main Subjects

Smiley face

References

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Packaging Science and Art
Volume 14, Issue 56 - Serial Number 56
Serial number 56, winter 2023
March 2024
Pages 13-22

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History

  • Receive Date: 03 August 2023
  • Revise Date: 20 September 2023
  • Accept Date: 21 October 2023
  • Publish Date: 20 February 2024

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