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year 2, Issue 1 (Vol.2, No.1, Spring-Summer 2018)                   JIC 2018, 2(1): 67-76 | Back to browse issues page

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Karimipour Z, Sharifzade M. Cultural-based components in Iran handscaft packaging. JIC. 2018; 2 (1) :67-76
URL: http://jih-tabriziau.ir/article-1-25-en.html
Islamic Azad University Central Tehran Branch
Abstract:   (2797 Views)

Handicrafts, as the productions of activities involving the making of decorative or other objects by hand and also as a rich source of Iranian culture and civilization, have unique potential in introducing cultural features and social beliefs to the world. Utilizing this potential, especially among the international addressees of handicrafts, requires employing modern and ingenious information and methods. Packaging can act as a valuable medium for introducing Iranian handicrafts to the global market and improving its status in an effective way. Iranian packaging is due to the very limited history of advertising and industrial design in the West. This issue has caused problems such as mismatches with identity and Iranian culture. The lack of creative packaging in harmony with Iranian culture, has led to dissatisfaction of Iranian handicraftsmen. On the other hand, in order to prevent the export of these products in bulk and with national identity, it is also necessary to consider multicultural packaging patterns. One of the effective indexes in selection and purchase of the packaged goods is the identity-giving factors. In a traditional market where goods are unpackaged and buyers directly contact with the goods themselves, consumers directly view the goods and cannot fully check them before they are purchased. In addition to the information on the package, the apparent shape and overall packaging condition inform us with a view of application, quality level, price range and product identity. A product such as chocolate, in a typical package, with the same product in ultra-luxurious and luxurious packages, offers different identities. As a result, they will target different buyers. In the same vein, the present study was conducted to identify an appropriate method to provide a good design for Iranian handicrafts while considering exports approach, in such a way that the identity-giving visual elements appropriately reveal the Iranian taste, identity and culture. Expressing the identity-giving factors is impossible without considering the effect of packaging in identifying the goods. Hence, in order to access the information of this project, after presenting the definitions and functions of packaging and determining the basic visual elements in packaging, the effect of handicrafts packaging in exports was investigated. Considering the significance of the multi-cultural packaging in products’ exports, this issue was investigated. Finally in order to consciously integrate identity and culture in designing packaging, the culture-oriented, in order to design a product based on culture, analyzes are done in three areas of user, design and product. Models of designing were proposed. By employing the proposed designing models, it is revealed that the packaging design, while considering the cultural elements, can ascertain the adaptation of the proposed solutions. Moreover, with a better understanding of the experiences of other purchasing cultures, it can present functional and effective solutions in this field while maintaining the Iranian cultural and identity attributes in designing handicrafts’ packaging. In other words, the use of cultural experiences of the producer and buyer group by the designers of the field of packaging of handicrafts improves the proposed designs.

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Type of Study: Research | Subject: Special
Received: 2017/01/11 | Accepted: 2018/04/25 | Published: 2018/05/20

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