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Author：Malgorzata A. Jarossovaacute; – Jana Gordanovaacute;
Journal or name of magazine：Studia commercialia Bratislavensia Volume 12
Publishing time：2019.05.28
Folk Motifs as a New Trend in Foods and Beverages
Packaging Design
Introduction
The consumer market is developing every year and the number of competing prod- ucts from different manufacturers is growing all the time. Every company seeks to invent something new to succeed in a competitive battle between companies offering the same or similar product, to get new customers and keep old ones. Companies use different marketing tools to achieve this aim. Basic marketing tools known as '4P' include: prod- uct, price, place and promotion. The time has advanced and there are currently various
1.This article is an output of the VEGA 1/0543/18 project title “The Importance of Product Design in Consumer Decision-Making and Perspectives to Increase the Impact of Design on Creating Competitive Position of Companies Operating in the Slovak Republic“.
2.This article is an output of the VEGA 1/0546/17 project title “Impact of geopolitical changes on the promotion of the EUs strategic foreign trade interests (with implications for the Slovak economy)”.
3.Dr. Ing. Malgorzata A. Jarossovaacute;, University of Economics in Bratislava, Faculty of Commerce, Department of Commodity Science and Product Quality, Dolnozemska c.1, 852 35 Bratislava, Slovak Republic, E-mail: malgorzata.jarossova@euba.sk
4.Jana Gordanovaacute;, student, University of Economics in Bratislava, Faculty of Commerce, Dolnozemskaacute; cesta 1, 852 35 Bratislava, Slovak Republic, E-mail: jana.gordanova@gmail.com
extensions to this concept. One of them is that some marketers consider packaging (Draskovic, 2007) as another very important, least costly and most effective marketing tool, the 'fifth P'. Kotler and Keller (2006) argue that most buying decisions are made on the basis of impulses, which is why packaging needs to perform many tasks:
catch attention,
describe product characteristics,
create trust and make a positive impression on the customer.
Products packaging that targets markets other than the home market must also meet export requirements or requirements from supply chain partners. It is necessary to use a smaller package size in markets with lower incomes to become the low-cost products, while in emerging markets, environmental issues play an increasingly im- portant role, which manufactures realize when designing packaging. Entry into a new market requires thorough analysis, which also includes packaging requirements, as the packaging has become an important marketing tool for companies and needs to adapt to cultural factors on the local market (Rundh, 2016).
More than a thousand new products (Rundh, 2016) are presented on supermarket shelves per month as part of the rapid movement of goods. The design of primary pack- aging is important, because it acts as a 'silent trader', protecting content, informing and persuading consumers. On the other hand, secondary packaging is not only functional during transport, but it can also influence consumer behavior and serve as an advertising tool by utilizing the aesthetic and functional components of the packaging. Unique and attractive packaging through its material, shape, color, and graphics from modern print- ing technology offers new opportunities for creative design. Consumers are often willing to pay more for luxury packaging, comfort, appearance, better handling. Growing envi- ronmental issues should be considered in relation to packaging too (Rundh, 2016).
'Innovation' means any change made in the production process, either capacity, material, organizational, technological or other which can influence the quality of the final product and is expected to bring a direct or indirect economic effect such as profit, increase in turnover or consolidated market position (Lackovaacute;, 2017). As stated in the Oslo manual, innovation means any implementation of a new or significantly improved product, new marketing or organizational method in business practice. The company can make many types of changes to improve its productivity and commercial perfor- mance. The guide defines four types of innovations, including a wide range of business activity changes: product, process, organizational and marketing innovation, which in- volves the Introduction of a new or significantly improved product design or packaging, implement product placement changes, product promotions, or product price policy changes in order to make the product and service more attractive, to better meet cus- tomer needs, to enter new markets or to create a new product position (Oslo Manual, 2005).
According to Kačenaacute;k (2011), packaging design means include the coloring of pack- aging, the font and text used on the label, drawing and photography, the shape of the packaging, and finally the packaging material used.
Each design has defined goals and functions. We can classify design goals and functions from multiple perspectives. From an economic point of view, it is about in- creasing the att
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