The role of packaging design in brand identity the case of Pentawards Competition in 2018

The concepts of packaging and brand personality are two concepts which are not only processed together but also feed each other. The personality of the brand is reflected to the consumer under the scope of brand value and it appears when the consumer comes across with the packaging physically for the first time. Packaging is generally seen as the first concrete element which establishes a communication with the consumer on behalf of the brand. It is aimed to contribute to future studies for the reasons that there are insufficient number of resources that can create a sample in the topic of packaging and packaging design and there are limited number of studies examining the relationship between packaging design and brand identity in the literature. Within this framework, packages which were awarded in Pentawards competition in 2018 were examined according to their graphic design elements, types and functions in packaging design and brand identity relation in packaging design applications was discussed. In the first section of the thesis; packaging design, definition and history, graphic design elements in packaging design, types and functions of the packaging were explained. And in the second section; brand and brand identity, history of brand definition, brand product relation, brand identity concept, brand symbols, brand personality, functions and dimensions of brand cultures, behavior and communication topics were addressed. The scope of the third and the final section is slightly broader. In this section, problem, aim, significance, scope and restrictions, methods and results of the research and comprehensive information on Pentawards competition were included and packages awarded in the competition in 2018 were analyzed through method of content analysis.