A study on milk packaging designs for children in Turkey in the context of visual communication (with a sample design)

This study deals with visual communication elements (logo, brand, color, typography, illustration, photograph, symbol) on fruit flavored milk packages produced for children in Turkey. A sample model was designed and analyzed in the light of the findings from the study. This descriptive study employs the document analysis technique, which is a qualitative research method, In this context, thirty nine (39) different packages of strawberry, chocolate and banana varieties of Aynes, Danone, Dost, Eker, Mis, Nestle, Pınar, Sek, Sütaş, Torku, Ülker, İçim, Yörsan and Yörükoğlu companies in the market were investigated. The packaging concept constituting the theoretical framework of this research packaging design in terms of visual communication, the historical development, significance, functions, types and visual communication elements of packaging are among the titles studied in this research. The research has been limited to strawberry, cocoa, and banana varieties of Aynes, Danone, Dost, Eker, Mis, Nestle, Pınar, Sek, Sütaş, Torku, Ülker, İçim, Yörsan and Yörükoğlu, available in the markets located in Kırıkkale province center. The visual communication elements must be used correctly and effectively since the basic feature of packaging is that the promises are conveyed through the visual messages. It is important to use the visual elements technically and accurately in the packaging design so that the promises can be transmitted to the target group more effectively. According to the findings obtained from the research, the formal structures of the selected aroma milk packages and product contents differed from one another, however the visual communication elements in most of the packages were similar aiming to attract the children's attention because the target group was children. Consequently, flavored milk packages for children on the shelves should be appealing to children's spiritual world and should be different from similar products in the market with different designs. Key words: Visual Communication, Packaging, Packaging Design