Track: Graduate Student Paper Competition

Abstract

Juice packaging design as a marketing strategy to children is becoming highly sophisticated, increasingly well-funded, and takes place within the environment of other kinds of child-targeted marketing. The joint decision-making process by both parents and children who are the consumers of these products are often influenced by nutritional concerns and price sensitivity for parents while children aim to fulfill spontaneous desires resulting from factors such as visual elements, package image, cartoon characters, colors etc.  Even with varieties of innovative juice packaging plaguing our markets today, issues such as little or no user experience, indecisive nature of kids picking just one flavor, and poor shelf life of packaging materials where tiny bit of oxygen penetration results in mold growth and unsustainability are yet to be fully addressed. This paper proposes a  juice packaging design solution that adopts polyethylene furanoate material for prolonged shelf life and reduced carbon footprint selected through relative performance index of key features, a dual chambered body design to accommodate both lead and fringe users indecisive nature, a pressure induced closing diaphragm beneath the bottle cap and an interactive labeling for improved user experience in an environmentally responsible way still relatively cheaper compared to current market competitions.

Keywords

Packaging Design, Dual chamber, User experience, Packaging material, Bottled juice packaging