Miller Magazine Issue: 143 November 2021

62 COVER STORY MILLER / november 2021 Packaging is a special subject that spreads over a wide area due to the area it covers and the branches it deals with. An industry that directly concerns marketers, brand experts, industrial and graphic designers, packaging manufacturers and other subsidiaries that produce raw materials. When "packaging" is mentioned in our country, technical issues may come to mind before design matters. However, in addi- tion to the production stages of the packaging; design, mar- keting, economic and environmental factors are also very significant. The packaging production industry conducts important research and investments on the sustainability of packaging and its solvability in nature. The question of which identity, effect and strategy will bring success to the products is an important problem that gives the experts of the business a hard time. It also consti- tutes the source of economic gains for designers. It is not possible for consumers who have a look at the shelves and shop to find time to examine all the products one by one. Therefore, the buyer usually exhibits a typical behavior and acts with standard buying habits. Products are brought to- gether with the consumer through advertisements, promo- tions, product promotion activities. As the research conducted in the relevant sources in- dicates, the physical and visual structure of the package, including the information on it, is found to be worthy of at- tention within 2-3 seconds or not. With the decision to buy within 3-10 seconds, a product enters a tremendous compe- tition to reveal its difference and success from similar prod- ucts on the shelf. Packaging has to come up with a different design, thought and message from dozens of products on the shelves and find a special idea and a different touch to ensure that the product is purchased by the consumer. However, this may not always appear as “differentiation”. There are preparato- ry processes that must be completed for this magic touch to realize. SITUATION ON DOMESTIC MARKET SHELVES Take a closer look at the products of completely for- eign brands, the packaging designs of domestic insti- tutions partnering with foreign brands, and the sales and marketing strategies, advertising and packaging of completely domestic brands. Although the brand- ing and institutionalization awareness of the domestic “While a proper packaging supports and increases the quality of the product, the add- ed value it provides and the brand identity, it also reveals the differences of the prod- uct. A successful packaging is easily perceived by consumers due to its physical ap- pearance, encourages habits and ensures continuity in sales. While all these features need to be strategically calculated one by one, the product needs to be focused on as a whole. Otherwise, the expected figure in sales may not be attained. The reasons for success and failure have to be assessed very well for results of future projects.” Did you say packaging design? Ceyhun Akgun Packaging Designer Prepress Preparation Consultant