Storytelling on product packaging and consumers’ perception
Pham, Ha Linh (2018)
Yrkeshögskolan Arcada
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201803283939
https://urn.fi/URN:NBN:fi:amk-201803283939
Tiivistelmä
This thesis focuses on studying the integration of storytelling on product packaging and its influences on consumer perception. This thesis is topical due to the increasing popularity of brand storytelling across different marketing channels, Despite its potential function as a message and value communicator, packaging is often neglected as a brand storytelling context, with not many existing researches done on the topic.
The purpose of this thesis is to examine in depth the concept of brand storytelling on product packaging, the effectiveness of different approaches to storytelling through packaging and their influences on consumer perception. Consumers’ perception on packaging’s storytelling effectiveness are examined in accordance with packaging’s attractiveness and in-store visibility.
The thesis provides answers to three research questions:
(1) What is the concept and importance of brand storytelling through packaging?
(2) What brand storytelling approaches and elements do brands use to communicate brand stories through product packaging?
(3) How do consumers perceive brand stories, and which is the most effective storytelling approach to communicate brand stories with consumers?
In the thesis, the researcher only focus on the marketing aspect of storytelling without analyzing the use of storytelling within other areas, and review only verbal and visual storytelling approach.
The theoretical framework reviewed existing researches and literatures on the concept of brand storytelling through packaging, verbal and visual storytelling approaches and elements, and consumers’ perceptual process when exposed to a brand story. The two main important sources used were Solja E.’s doctoral thesis (2017): “Let me tell you a story: Consumer responses to company-created brand stories” and “Storytelling: Branding in practice” by Fog et al. (2004).
In terms of empirical research, a quantitative study was carried out in the form of survey in February, 2018 in Helsinki and recorded 69 valid responses from 70 respondents. The survey result suggested that the combination of visual and verbal storytelling on product packaging was the most effective for an average consumer, and there were major differences in consumers’ perception of packaging storytelling effectiveness in accordance with packaging attractiveness and in-store visibility.
In conclusion, this thesis findings suggest that the integration of storytelling on packaging may significantly influence consumers’ perception on product and affect brand image. Brands may integrate both verbal and visual stories on package to communicate stories with consumers most effectively. However, since consumers’ perception may vary when it comes to storytelling effectiveness, packaging attractiveness and in-store visibility, and across gender and age group, it is crucial for brand to take into account other aspects, such as target market and segmentation.
The purpose of this thesis is to examine in depth the concept of brand storytelling on product packaging, the effectiveness of different approaches to storytelling through packaging and their influences on consumer perception. Consumers’ perception on packaging’s storytelling effectiveness are examined in accordance with packaging’s attractiveness and in-store visibility.
The thesis provides answers to three research questions:
(1) What is the concept and importance of brand storytelling through packaging?
(2) What brand storytelling approaches and elements do brands use to communicate brand stories through product packaging?
(3) How do consumers perceive brand stories, and which is the most effective storytelling approach to communicate brand stories with consumers?
In the thesis, the researcher only focus on the marketing aspect of storytelling without analyzing the use of storytelling within other areas, and review only verbal and visual storytelling approach.
The theoretical framework reviewed existing researches and literatures on the concept of brand storytelling through packaging, verbal and visual storytelling approaches and elements, and consumers’ perceptual process when exposed to a brand story. The two main important sources used were Solja E.’s doctoral thesis (2017): “Let me tell you a story: Consumer responses to company-created brand stories” and “Storytelling: Branding in practice” by Fog et al. (2004).
In terms of empirical research, a quantitative study was carried out in the form of survey in February, 2018 in Helsinki and recorded 69 valid responses from 70 respondents. The survey result suggested that the combination of visual and verbal storytelling on product packaging was the most effective for an average consumer, and there were major differences in consumers’ perception of packaging storytelling effectiveness in accordance with packaging attractiveness and in-store visibility.
In conclusion, this thesis findings suggest that the integration of storytelling on packaging may significantly influence consumers’ perception on product and affect brand image. Brands may integrate both verbal and visual stories on package to communicate stories with consumers most effectively. However, since consumers’ perception may vary when it comes to storytelling effectiveness, packaging attractiveness and in-store visibility, and across gender and age group, it is crucial for brand to take into account other aspects, such as target market and segmentation.