Journal article

Is your package an effective communicator? A normative framework for increasing the communicative competence of packaging

RL Underwood, JL Ozanne

Journal of Marketing Communications | Published : 1998


In this paper, an exploratory qualitative study of the communication between packages and consumers found a recurring theme of duplicity in consumers' interpretations of product labelling and packaging. Therefore, a normative framework is proposed to guide the design of effective communication in product packaging. Based on Habermas' theory of communicative competence, the framework suggests that a set of norms (i.e. the norm of truthfulness, the norm of sincerity, the norm of comprehensibility and the norm of legitimacy) can guide the complex task of designing good product packaging. By following these normative guidelines, marketers can both aggressively position their package to attract a..

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University of Melbourne Researchers

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