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2015 (EN)
Packaging Design of Greek Food Products

Moutaftsi, Panagiota

Since the radical changes that the economic crisis brought, a differentiated activity, in the agricultural sector, is becoming visible. One would expect that the sector would be negatively impacted as companies would take less risk and experiment less, since they sell less. But, in Greece the signs indicate that under the given circumstances producers and entrepreneurs were ‘activated’ towards new markets and the creation and distribution of new, original, different products. During the recent years, traditional food products such as wine, olive oil, honey, pasta and many more developed strong product identities through effective design and became brands in their respective markets, even globally. They managed to stand out by highlighting their Greek identity and became recognizable by foreign consumers both for their content’s value and visual image. Although superior quality has been the most essential feature in producers’ minds, packaging design is now introduced as the most appropriate medium to visually communicate this quality. The primary objective of this paper is to define, through an extended literature review, at what level the packaging of a product can affect the decision making process from a consumer’s perspective. The aim is to expose the most important factors that are influencing competitive advantage and consequently allow the creation of design concepts that would showcase potential feature subsets for successful packaging of honey products. For the design process, a survey is considered essential in order to fully leverage and integrate consumer insights. Based on that, in the empirical part of the study a quantitative method approach is used and the results are acquired from a survey conducted as an online questionnaire. The survey involves visual elements to keep the respondents intrigued and to further assist the researcher in the interpretation of consumers’ intentions. The final size of the sample consists of 285 questionnaires. The research findings indicate that packaging can and shall be used to increase retail performance as it is a great influencer for consumers when it comes to purchasing a product and it is considered to hold a significant role aesthetically and informatively in the selling of a product. The findings also indicate that diverse packaging designs allure consumers with varying attributes. Finally the study suggests that a synergy between consumers and companies in the design process can create packages which engage the potential customers and drive sales for the products in question.


Consumer perspective
Food products
Product identity
Visual identity
Packaging design



School of Economics & Business Administration ,MSc in Strategic Product Design

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