ESTRATEGIAS DE EMPAQUETAMIENTO PARA NUEVOS CONSUMIDORES

Abstract

This paper exposes packaging strategies based on parameters including colorimetry, types of packaging, materials and design trends. The problem to solve is the lack of information that exists on this subject and offer a useful guide that solves both design problems in the packaging as well as the way in which they communicate the information of the product and the brand. This work also states an investigation with references of books, academic articles and the results of a realized survey that shows the current preferences of the consumers before the packings based in aspects like Neuromarketing and the consumer behavior. The results demonstrate the importance of packaging to new consumers and the possible reasons why one package is more attractive than another. Finally, the conclusions are that a good packaging the product has more opportunities to be successful and positioned it in the market.