Design element analysis on juice market. Case study: Prigat

• Author: Neacsu N. A.
• Pages: 59-64

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 1 - 2015

Design element analysis on juice market

Case study: Prigat

Nicoleta Andreea NEACŞU1

Abstract: If at the beginning package was considered simply a package that contained a

product, now due to the development and modernization of the trade, it is a very valuable

component of the marketing policy, being a carrier of messages to the consumer. Classic

design elements that are included in any packaging refer to shape, color and graphics. The

Romanian Juices Market was marked by originality and innovation in terms of packaging

design elements. Thus, from 1998 until now the following have appeared: the first wide

mouth square bottle, the first sport opening head PET bottle for Prigat Active, the first

opening gable top box produced in our country.

Key-words: color, design, shape, graphics, juice

1. Introduction

The development and modernization of the trade, and the marketing diversification

intensified the concern of producers and retailers to expand pre-packaging

operations. We are currently witnessing an effervescence in the design of the

packaging, in which a number of talented designers seek to find new and

imaginative solutions, so their design can properly respond to the main functions of

product protection, rationalization and economy, but also to the aesthetic and sales

promotion functions. Moreover, the diversification of the cuisine/cooking habits, the

globalization of information regarding food consumption and the massive presence

in media of discussions regarding food and beverage daily consumption are factors

that favor the change in population’s attitude (Băltescu, Boşcor, 2013, 373).

The problem of creating and producing packages is no longer exclusively for

research and development of production, for new techniques and processes. It

becomes more and more related to activities of storage, shipping and transport,

marketing and advertising. Lately, (fără the) e-commerce has captured the interest of

both individual and organizational consumers. E-commerce represents a new way of

implementing the general rules of designing the activities, products and packages

(Bărbulescu Şeitan, Gherman and Bulgărea, 2010, 309).

1 Transilvania University of Braşov, deea_neacsu@yahoo.com