Özet:

Packaging design is the visual language of the product. Its mission is to establish a visual connection between the product and the consumer. The packaging should be appreciated as well as the product itself. An original and aesthetically good packaging design, besides meeting Marketing expectations, adds distinct value to the product. In our country, care has not been given to the packaging of non-competitive, low-quality domestic cigarettes for many years. After 1980, with the start of the competition with foreign cigarette brands, better quality cigarettes started to be offered for sale with better packaging. If it is not true that a good product is presented in bad packaging, it is also not true that a low-quality product has a very prestigious packaging. In the article, samples randomly selected from cigarette brands produced in our country before the compulsory packaging period were tried to evaluate the aesthetic dimension according to Visual Communication Design. Aesthetic perceptions have characteristics that vary from person to person. The evaluations were made in the framework of visual communication design principle aesthetic values formed in long processes from past to present. The evaluations are open to all kinds of criticism and interpretation because they are personal.

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