College of Design

The Total Package: An Interdisciplinary Approach to Package Design that Benefits Consumer Experience and Brand Perception

Communicating a brand message extends beyond the information and visual content applied to a package. The package’s physical structure, materials, finishes, and interactions can also strongly influence the consumer’s experience and subsequent perception of the product and brand. This paper presents case studies of integrated package design by students in Graphic and Industrial Design at the University of Cincinnati's College of Design, Architecture, Art and Planning. It reflects on the methods employed, lessons learned, and impact on future interdisciplinary collaborations in Package Design within education and practice.

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