THE ROLE OF CULTURAL ILLUSTRATIONS IN PACKAGING DESIGN: AN EXAMINATION FROM VISUAL IDENTITY TO BRAND NARRATIVE

Öz

In the world, the ability of products incorporating cultural elements to compete nationally and internationally is directly related not only to production quality but also to the visual strategies used in brand identity and packaging design. Color palettes, typography choices, illustrations, traditional motifs, and local symbols used in packaging constitute important parts of visual storytelling. This study aims to examine the effects of cultural illustrations on brand identity and narrative in packaging design, as well as to create a Turkish-language resource in this field. How cultural codes are transferred to visual design and how this transfer is reflected in consumer perception constitutes the main problem of the research. In the study, a descriptive analysis method based on qualitative research methods was used, and packaging examples selected from different cultural contexts were analyzed. The research found that local motifs, typography choices, traditional patterns, and folkloric illustrations are used as visual strategies that increase brand value in packaging design. It was revealed that cultural illustrations in packaging design are not only decorative elements but also a strategic tool that supports brand narrative, provides differentiation in the market, and contributes to cultural sustainability.

Anahtar Kelimeler

• Packaging design
• Illustration
• Visual identity
• Culture

AMBALAJ TASARIMINDA KÜLTÜREL İLLÜSTRASYONLARIN ROLÜ: GÖRSEL KİMLİKTEN MARKA ANLATISINA BİR İNCELEME

Öz

Dünyada kültürel ögeleri barındıran ürünlerin ulusal ve uluslararası ölçekte rekabet edebilmesi, yalnızca üretim kalitesiyle değil; aynı zamanda marka kimliği ve ambalaj tasarımında kullanılan görsel stratejilerle de doğrudan ilişkilidir. Ambalajlarda kullanılan renk paletleri, tipografi tercihleri, illüstrasyonlar, geleneksel motif ve yerel semboller, görsel hikâye anlatımın önemli birer parçasını oluşturmaktadır. Bu çalışma ambalaj tasarımında kültürel illüstrasyonların marka kimliği ve anlatısı üzerindeki etkilerini incelemenin yanı sıra bu alanda Türkçe kaynak oluşturmayı amaçlamaktadır. Kültürel kodların görsel tasarıma nasıl aktarıldığı ve bu aktarımın tüketici algısına nasıl yansıdığı araştırmanın temel problemini oluşturmaktadır. Çalışmada, nitel araştırma yöntemine bağlı betimsel analiz yöntemi kullanılmış olup, farklı kültürel bağlamlardan seçilmiş ambalaj örnekleri analiz edilmiştir. Araştırmada yerel motifler, tipografi seçimi, geleneksel desenler ve folklorik illüstrasyonların, ambalaj tasarımında marka değerini artıran görsel stratejiler olarak kullanıldığı tespit edilmiş, ambalaj tasarımında kültürel illüstrasyonların yalnızca dekoratif unsurlar olmadığı; aynı zamanda marka anlatısını destekleyen, pazarda ayrışmayı sağlayan ve kültürel sürdürülebilirliğe katkı sunan stratejik bir araç olduğu ortaya konulmuştur.

Anahtar Kelimeler

• Ambalaj tasarımı
• İllüstrasyon
• Görsel kimlik
• Kültür

Kaynakça

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