Artificial intelligence based packaging design in the context of Hofstede's cultural dimensions: An application example

With the impact of globalization and digitalization, brands have easier access to international markets with different cultural structures. However, in order to be successful in these markets, product packaging needs to be designed in accordance with the values and expectations of the target cultures. Packaging design is directly affected by cultural codes, as it is the first point of contact between consumers and the product. The determining role of culture on consumption preferences is frequently emphasized in the literature. However, the transfer of cultural codes to packaging in the design process is generally considered a complex and time-consuming task, in which various biases can be influential. The aim of this study is to evaluate the potential of artificial intelligence tools to produce culturally sensitive packaging design outputs in line with data based on Hofstede's Cultural Dimensions theory. In the study, which was conducted using a qualitative research approach, the relevant literature was reviewed and the application process was designed using an exploratory method. Within the scope of the application, a coffee packaging design was developed based on the cultures of Turkey, Brazil, and Denmark. Cultural data was analyzed with ChatGPT, and the design directions created in line with these analyses were visualized using Ideogram. The design examples were interpreted by the researcher in terms of cultural fit and visual elements. The results show that artificial intelligence tools have the capacity to produce meaningful and contextually appropriate designs with data-driven prompts.