ROLE OF UNIT PACKAGING VISUAL LAYER IN MARKETING ACTIVITIES

Packaging and its visual layer form a unique value for a product and have an impact on its image. The component elements of a visual layer are signs whose precise division is shown in a classification based on the structure and functions of signs. Every single sign of packaging has huge importance in the context of providing specific information designed to induce a potential buyer to make a purchase. The aim of this paper is to analyse and synthesise information pertaining to the signs of a unit packaging visual layer in relation to marketing activities – effective consumer communication and attractive product presentation. Considerations and findings presented herein may prove to be useful in the designing of packaging.