The effects of corporate identity on packaging design

This research starts with the concept of corporate identity, explains what kind of components ? that are important for the identity - can be attributed to the product through packaging and thus clarifies the relation between packaging and identity in terms of graphic design.In the first section, being one of the most important components of this research; corporate identity is defined and correspondingly different structures of identity are explained through examples. In addition to this; the historical development of corporate identity is clarified with the examples from traditional period, brand technique period, II. World War Period and strategical period. Furthermore, corporate philosophy, corporate behaviour, corporoate vision and the relation between the corporate vision and the corporate identity are entitled and examined as the factors affecting corporate identity. Within this context, the subject of visual identity is examined through the subtitles of; signs and symbols, typography, emblem, logo, logotype and the coloring factor; besides the visual components that form the basis for package design.In the second section, the term ?package? is defined and factors related with the package handling, conservation and marketing are discussed. The history of packaging is explained in details; starting from the humanity?s need for the package and the distance covered until today. The formation of identity on the package, its factors, the definitions of product id and brand identity and the interaction between these and the corporate identity are discussed. The materials of the packages and the production methods of the packages are examined to explain the product-package, technology-package relations. Within the scope of the relation between the product and package; the concepts of target group and social class, the relation between the corporate, package and environment and the relation between the cultures and packages are considered to present the importance of packaging for the product and the necessary criteria for its application. Following this; the factors that come to fore with the image of the corporate identity and that bring an identity to the package, which make use of color and coloring identity, style and size, etc. are used to examine the components of visual identity with regard to graphic design.As a conclusion, this research explains how corporate identity affects the package design and how this effect manipulates the package design. Thus, how a package design can form and change the identity of the product, how corporate identity provides credibility for the package and how the package can benefit from the corporate identity in terms of public opinion; are examined.