Özet:

Packaging on the market shelves is one of the most important channels of communication in the advertising and marketing sector. Packaging has the mission of communicating with the consumer by the design, besides protecting from external influences, transportation and storage. It is a communication tool which expressesthe necessary information about the product in a short way and it is a representative, spokesman and face of the brand. In today's competitive era where countless products are exhibited on the shelf, packaging design has to convince the consumer by differentiating from others. At this point successful completion of the persuasion process requires  the design elements to be used correctly for the target group. In this study, 29 water bottle designs on the market are examined according to the characteristics such as color, form and illustration oriented the target group. As a result, it is revealed that these characteristics are different from each other according to the age, the income of the consumer and the types of activities they do, besides daily trends. Thus, it is aimed to emphasize the importance of designing user oriented packaging in marketing.

Anahtar Kelimeler: