Miller Magazine Issue: 143 November 2021

63 COVER STORY MILLER / november 2021 companies, other than international companies oper- ating in Turkey, has improved over time, unfortunately, the current level is not satisfactory when compared to the world. It is not a coincidence that the packaging design deci- sions and the thought of changing the packaging design of the existing product follow the changes in the manage- ment and marketing group of brands. The effort to prove himself after job switches and the idea of making the results of the job switch felt as soon as possible can reveal itself by sudden design shifts. However, this is very risky. Corporate identity, logo and packaging changes are the subjects to be discussed as a result of special circumstances, research, changes in market shares and developments. While decisions to change the packaging change are taken after an average of four or more years from the first production in the world, this average has decreased to 2-3 years in Turkey. The number of studies that go below this average are very few, but unfortunately there are. What is ideal for an average of 2-3 years is not a complete change in the packaging, but rather a "design update" according to the conditions of the current period in an attempt to strengthen the packaging and the product in the changing competitive environment. This update should not mean a complete redesign of everything. In fact, such major chang- es should be avoided as much as possible. In Turkey, when a brand changes its agency, immediately its logo or pack- aging changes, too. Changing an agency shows dissatisfac- tion with the existing one, but on the other hand, the con- ditions in the market have to be taken into consideration. The consistency and integrity of the packaging used by most of the packaging manufacturers in Turkey be- tween their designs and corporate identities are not strong enough. Many food manufacturers have critical problems such as brand positioning and corporate identity, and they need professional support to solve them. Although some companies are willing to develop themselves, because they are closed to receiving professional support, mostly unaware of the importance of consultancy services to be received in the branding process, think that it is waste of money, trust in their distribution channels, think that "I am already popular, I am selling to a certain target group", they cannot make a splash. PACKAGING IS PRODUCED, WHAT NEXT? The promotion and advertisement of the packaging and the product inside in the relevant media contributes to reaching a higher level of awareness and recognition than its competitors. Apart from these special advantages and supports, we can say that the packaging of a product that can be easily perceived by the consumer, noticed in terms of its features and type within 2-3 seconds and purchased within 3-10 seconds, is successful. Therefore, considering that brands without advertising and promotion opportunities are weak in terms of competition, they should pay more at- tention to their visual identities, designs and product quality. A successful packaging that is distinguishable among the similar products offered for sale and that becomes a prior- ity in the preferences with its physical features can sell the product and give confidence to the consumer. If you take a good look at the shelves when you go shopping, you can find considerable packaging that can tell you a lot in a mat- ter of seconds. With its design, colors and forms, it can tell you what is in the product and what flavors it carries. While a proper packaging supports and increases the quality of the product, the added value it provides and the brand identity, it also reveals the differences of the product. A successful packaging is easily perceived by consumers