Representation of the identity of the individual in the design of the visual identity of the product

Abstract

The widespread strategy of offering mass consumer products in large hypermarkets, where the interaction between seller and buyer has disappeared, has led to considering packaging as something essential to connect with the consumer. In this context, the product must stand out from the competition of the linear through its appearance, both for its shape and its graphics. Therefore, it need a strong identity to be chosen and end up in the cart. Its graphic design will not only consist of providing an attractive style to its content information. It should use graphic elements that give the product personality, that communicate in a direct way what is special about them. The identity of the product is not resolved with the manufacturer's brand, but rather needs more graphic resources, mainly emotional ones. Sometimes portraits of individuals are used to support its identity.

Keywords: Design, identity, packaging, product, trade mark.