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Role of Axiological Values in Branding, product packaging and design

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Title: Role of Axiological Values in Branding, product packaging and design

Authors: Asadullah Lakho, Yasir Javed, Sundas Rauf

Journal: Journal of Policy Research

HEC Recognition History
Category From To
Y 2023-07-01 2024-09-30
Y 2022-07-01 2023-06-30

Publisher: Other - RESEARCH FOR HUMANITY (PRIVATE) LIMITED

Country: Pakistan

Year: 2023

Volume: 9

Issue: 3

Language: English

Keywords: designPackagingProduct Brandingaxiological values

Categories
Cultural Studies (12980) Design Studies (13) Marketing (5244) Consumer Behavior (2797) Semiotics (460)

Abstract

Abstract
This paper intends to determine the role of axiological values, particularly moral and aesthetic values in product branding, packaging and design. The term ‘design’ here should not be confused with the designing of the print content of the packaging, here, design stands for the aesthetic attributes of the product, its color, texture, shape and overall feel that adds axiological value. The paper will explore the realms of product branding, packaging and design, keeping in context the axiologic aspects that are unintentionally or intentionally being followed by the organizations during these processes. 

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