Abstract

SENA, Madalena. Package: the image element of the product. Media & Jornalismo [online]. 2019, vol.19, n.34, pp.313-319. ISSN 1645-5681.  https://doi.org/10.14195/2183-5462_34_21.

Packaging is a complete and complex object that has two main functions: to contain the product and to advertise it. Although antagonistic, these two functions coexist in the packaging that, on the one hand, conceals the product and, on the other, causes it to appear. The product is the content of the packaging, it is what we consume and the packaging is only its container, however, the packaging is confused with the product making them practically inseparable. The packaging involves, protects and shapes the content, but this essential structural function has the disadvantage of concealing the product itself. Thus, if the packaged content is hidden from the consumer's eyes, it is the packaging that has the task of communicating what is inside it. The images thus assume the role of announcing the product contained in the packaging in order to make it visible, but also to make it appealing to the point of influencing the purchase decision. Images are therefore the best asset that the product can have.

Keywords : image; product; packaging; communication; purchase.

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