CORPORATE IDENTITY IN FREQUENTLY CONSUMED FOOD PRODUCT PACKAGES AND IMPORTANCE IN TERMS OF IMAGE

Abstract

Author(s): Tar?k YAZAR, Okan RAKICI

All of the ways an organization or organization represents its own area of work constitutes the identity of that organization or organization. Corporate identity is different from individual identity. Corporate identity refers to the identity of an organization, organization and business, similar to collective identity. The elements that make up this identity include the ways of communication of the organization, the behaviors, philosophy and visual elements of its employees. Corporate identity refers to who the organization is and what it does. Every institution needs an identity for increasing the quantity of products and for sustainable sustainable development. The ways in which institutions present their identity and the way they express themselves symbolically are becoming more and more important. In the period when tradition is at the forefront, businesses have attempted to create a corporate visual identity to show the quality of their products. Therefore, they needed designers. The identity and image of the organization includes the efforts to differentiate similar products or services from other products or services. It is therefore defined as a distinctive sign and trademark used in the provision of a particular service. Words, numbers, letters, figures, images, the shape or packaging of the product and their presentation together are considered as brands. However, it seems that in the historical process, the corporate image was initially considered only as an institution's name or a product that differentiates the product. On the other hand, the promotion and advertising of the product in the relevant media contributes to the recognition of the product than its competitors. These supports increase the appreciation and affect the purchase preferences positively. Therefore, considering that the brands without advertising and promotion opportunities are weak in terms of competition, more attention has been paid to the visual identities, designs and product quality on the shelf. Recognition of similar products offered for sale in department stores, being a priority in preferences, a good packaging with its physical structure can sell the product and give confidence to the consumer. Packaging; While supporting and increasing the quality of the product, the added value it provides and the brand identity, it reveals the differences of the product. Today, different product range continues to increase every day. Every new product that comes before the consumer can be placed on the shelves with similar products or new product types and unusual names, sometimes stored in different packages. In this case, a correctly designed packaging; the image created in the mind of the consumer. It may also aim to trigger sales, such as an individual experiment or a friend's recommendation. It can even address the heart and mind of a potential customer by providing information and training. The consumer is in the process of evaluating products; product qualities, their importance, brand beliefs, loyalty and functional value of the product. With the increase in commercial life, institutions have also been in search of identity. In order to make them accept themselves to the society and show that they are different from their competitors, institutions have started to create a separate identity for themselves. Therefore, the image of the company is all about how well this system is formed. A positive and beautiful corporate image consists of well-designed design elements and corporate identity. However, the identity and image of the corporation can be ignored and unexpected problems may arise in food product packaging designs which are mostly changed due to commercial concerns. So what the designer has to do is; improve corporate identity and image. The main purpose of this study; To emphasize the importance of frequently used food product packaging designs in terms of corporate identity and image.

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