Elements of design and aesthetics on the beer market in Romania. Case Study: Tuborg

• Author: Madar A.
• Pages: 83-88

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 2 - 2015

Elements of design and aesthetics on the beer market

in Romania.

Case Study: Tuborg

Anca MADAR1

Abstract: Due to the development and modernization of trade, the packaging is a very

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

Classic elements of design that include any packaging refer to the shape, colour and

graphics. The beer market in Romania was marked by originality and innovation in terms of

packaging design elements. Tuborg is the leading brand in the portfolio of URBB and the

first Tuborg beer bottle was produced in Romania in 1997. The Tubog beer is identified on

the market by a special package that was always improved.

Key-words: beer, colour, design, aesthetics, graphics

0. Introduction

The trade development and modernization, the diversification of trading forms have

intensified the concern of producers and traders to expand the operations of

wrapping. We are currently witnessing an effervescence in designing packaging, in

which a number of talented designers are looking to find new, imaginative

conception so the package’s main functions to properly respond to the protection of

products, rationalization and cost reduction and to the, aesthetic functions and sales

promotion.

Creating and producing packaging is no longer exclusively for production

research and development, for new techniques and processes. It is becoming more

and more pertaining to storage, shipping and transport, marketing and advertising.

Elements of social psychology, consumer desires and the importance of

packaging informational messages in ensuring real protection of these, public

relations and advertising, ecology and, last but not least, the design are factors that

determine the complexity of packaging creation (Neacşu, 2012). In this context, the

permanent organization of marketing researches among customers represents the

basis of the development, improvement and performances expected at the level of

1 Transilvania University of Braşov, ancamadar@unitbv.ro