Culture-Oriented Packaging in Handicrafts Based on Clifford Geertz’s Interpretive Theory of Culture

Document Type : Original Article

Authors

1 Instructor, graphic design Department, Arak University, Arak, Iran.

2 Assistant Professor, graphic design Department, Arak University, Arak, Iran.

Abstract

The present study, drawing on Clifford Geertz’s interpretive approach, examines culture-oriented packaging in Iranian handicrafts. The central issue is that packaging, beyond its protective and commercial functions, can serve as a cultural text and a semiotic system conveying identity, historical, and symbolic meanings. The aim of the research is to analyze the cultural and semantic dimensions of packaging and to demonstrate its potential in representing cultural identity, enhancing brand value, and creating a cultural experience for the audience.The research employs a qualitative, descriptive-analytical methodology, and the data were collected using library resources, visual documents, and an analysis of selected handicraft packaging samples. Geertz’s theoretical framework, emphasizing the three layers of culture, symbol, and meaning, served as the foundation for the analysis.The findings indicate that culture-oriented design of handicraft packaging can represent cultural identity, convey symbolic values, and strengthen the position of these products in domestic and international markets. Visual elements, material, structure, and typography of packaging not only reflect cultural heritage but also enable interpretation and the creation of a cultural experience for the audience. Superficial imitation of non-Iranian examples and the lack of a purposeful design approach hinder the realization of packaging’s potential in the development of a national brand and cultural exchange.Consequently, the study suggests that handicraft packaging should be reconsidered as a cultural and media-based meaning-making practice. Employing Geertz’s interpretive framework can provide a theoretical basis for elevating packaging from a mere functional tool to a cultural phenomenon—one that actively participates in the reproduction of cultural identity, the continuity of traditions, and the enhancement of intercultural interactions.

Keywords

Main Subjects

Smiley face

References

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Packaging Science and Art
Volume 16, Issue 62 - Serial Number 62
Serial number 62 summer 2025
September 2025
Pages 43-57

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History

  • Receive Date: 27 August 2025
  • Revise Date: 11 September 2025
  • Accept Date: 16 September 2025
  • Publish Date: 21 September 2025

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