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Packaging as a strategy for typological identification of product

Authors:

Abstract

This research focuses on the structural and the graphic pack design from the perspective of advertising message. The theoretical framework is limited by the conceptual dimensions of the visual artifact: communicative, material, commercial and psychological. How is formulated the visual message has become the leitmotiv of this work. Our subject is the implementation of the visual code that governs packaging in order to facilitate their typological recognition in an adverse and very competitive scenario: the point of sale. In this case, the study has been implemented with cans of cola. The experimental methodology used was an analysis of variance in repeated measures design. This approach has allowed us to do a multivariate statistical analysis.
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