Packaged Perspectives
Noe Gonzalez
When visiting other countries, cultural design shock is imminent. How should brands strategically evolve their identity through packaging design to effectively target diverse demographics with attention to geographical location and cultural context? Brands that appeal to different cultures are effective because of their broad appeal and connection to identity. “Packaged Perspectives” places examples of packaging from four diverse cultures on display, exemplifying how their cultures interpret design. The project draws essential design inspiration from these examples to provide a solution based package that better serves targeted diverse demographics.
Through combining diverse and approachable methods of execution in packaging design, Packaged Perspectives introduces these ideals into the great cultural melting pot and aims to challenge Eurocentric design.
According to Landa (2005), design teams specify how the brand applications should be utilized, yet most products on our shelves look alike, and lack potentially valuable approaches from external cultures; she even states “...all you are factors into your decision-making process. Your family, culture, values, friends, aspirations…” The visual examples show strategic use of design from different perspectives and represent what is not often seen in Eurocentric approaches.
Exploring how utilization of cultural design is lacking opens a new market of accessibility for the average consumer. It is essential to better represent cultural diversity, and make products that people identify with. This is important because when brands effectively engage diverse audiences, foster inclusivity, and build stronger connections, they ultimately enhance brand loyalty and expand market reach.
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noeoseasgonzales@gmail.com