İletişim aracı olarak ambalaj tasarımında etkileşimli ve sürdürülebilir yaklaşımlar

Yıl 2023, Sayı: 32, 921 - 942, 21.02.2023

Deniz Yeşim Taluğ Demiriz

https://doi.org/10.29000/rumelide.1252840

Öz

Ambalaj tasarımı, tüketicilerle iletişim kurmanın ve ürüne ilişkin algılarını şekillendirmenin önemli bir aracıdır. Tasarımcılar, yaratıcı ve yenilikçi tasarım uygulamalarının yanı sıra yeni teknolojilerin bir araya getirilmesiyle benzersiz bir kullanıcı deneyimi yaratabilir ve tüketiciler ile ürünler arasında daha derin bir bağ kurulmasını sağlayabilir. Bu, markaların şiddetli bir rekabetle karşı karşıya olduğu, tüketici davranış ve beklentilerinin hızla değiştiği, çevresel etkilerin temel bir endişe haline geldiği günümüz pazarında özellikle önemlidir. Bu makale, ambalaj tasarımında etkileşimli ve sürdürülebilir yaklaşımların bir iletişim aracı olarak nasıl kullanılabileceğini araştırmaktadır. Kapsamlı bir literatür taraması ve gelişmiş ambalaj tasarımı uygulamalarının incelenmesi yoluyla makale, başarılı bir ambalaj deneyimi ve iletişim stratejisine katkıda bulunan temel faktörleri tanımlamaktadır. Ayrıca, yaratıcı ambalajlama alanındaki son eğilimleri ve günümüzde ambalaj iletişiminin en önemli unsurlarını araştırmaktadır. Bulgular, yaratıcı ve yenilikçi tasarım fikirlerinin benimsenmesinin ve yeni teknolojilerin dahil edilmesinin tüketici deneyimini büyük ölçüde geliştirebileceğini, müşterilerin ilgisini çekebileceğini ve akılda kalıcı deneyimler yaratabileceğini göstermektedir. Çalışma, tüketici beklentilerini karşılamak ve çevreye fayda sağlamak amacıyla etkileşimli ve sürdürülebilir ambalaj uygulamalarının nasıl hayata geçirilebileceği konusunda genel bir değerlendirmeyle son bulmaktadır. Genel olarak bu makale, ambalaj tasarımında ve etkileşimde daha geniş bir tasarım seçeneği yelpazesi sağlamak üzere teknolojik fırsatlardaki değişimleri göz önünde bulundurarak özgünlüğünü kanıtlamakta hem tasarım hem de çevresel faktörler açısından etkileşimli ambalajların potansiyelini vurgulamaktadır.

Anahtar Kelimeler

Ambalaj tasarımı, kullanıcı deneyimi, yeni teknolojiler, iletişim, insan-ambalaj etkileşimi, sürdürülebilirlik

Interactive and sustainable approaches in packaging design as a communication tool

Öz

Packaging design plays a crucial role in communicating with consumers and shaping their perceptions of a product. By combining creative and innovative design concepts with new technologies, designers can create a unique user experience and foster a deeper connection between consumers and products. This is particularly important in today's market, where brands face fierce competition, consumer behavior and expectations are changing rapidly, and environmental impacts have become a key concern. This paper explores how interactive and sustainable approaches to packaging design could transform into an instrument of communication. With a thorough literature review and examination of advanced packaging design practices, this paper identifies the key factors that contribute to a successful packaging experience and communication strategy. It also explores recent trends in creative packaging and the most important elements of packaging communication today. The findings show that implementing new creative and innovative designs by combining new technologies can significantly boost consumers’ experience, by engaging them and generating memorable experiences. This paper displays its originality by examining the changes in technological developments to offer a broad selection of design alternatives in packaging design and interactivity, emphasizing on opportunities of interactive packaging by regarding design and environmental issues.

Anahtar Kelimeler

Packaging design, user experience, new technologies, communication, Human-package interaction, sustainability.

Kaynakça

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• Görsel 1. Trident Xtra Care sakızlarının ödüllü ambalaj tasarımları https://www.boredpanda.com/blog/wp-content/uploads/2014/09/chewing-gum-lips-design-1.jpg, Erişim tarihi: 23.12.2022.
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