الخلاصة:
Packaging and packaging design is the most important marketing tool. Package attracts consumer’s attention and considered one of the most important influences in the purchase decisions-making process especially when we try to attract the Foreigner to heritage products, as most of the products which have been offered on the free market are characterized by the simplicity of the packaging design, whether in the terms of structural forms or graphic design of the package, which is not sufficient attraction factor, moreover as a tool to define Saudi’s artists to the others.
Purpose –The purpose of this paper is to emphasize the importance of innovative packaging in marketing and stimulating sales and as an introductory tool for the cultures and heritage. The intent is also to understand the function of packaging as a marketing tool. The outcome of the study is expected to encourage the designer to link the development of packaging with consumer behavior
Design/methodology/approach –The researcher adopts a descriptive method, as he relied on the specific inquiry as a tool to get data, case study method was chosen to evaluate and develop heritage products package, the study focused on developing packaging for heritage products through a design that combines the work of Saudi artists' works with modern design trends.
The Aim – The present study clarifies the following:
- Demonstrates that packaging has become an important tool in marketing in addition to being a very effective promotional medium for various heritage products, whether this is for end consumers or customers.
- There is a need to pay attention to desig heritage product packages and link them to modern trends in terms of sustainability and being environmentally friendly. The study also emphasizes the importance of linking packaging with marketing strategy.
- An importance of using the packages for the purposes of differentiation, as well as introducing the cultures of different peoples through the merging between the nature of the product and the artistic works related to peoples' cultures
Practical implications – The managerial implication from the case study shows that packaging can be used together with the product concept to creates a competitive offering in a market. This gives the possibility distinguish heritage products by using creative packaging design.
Importance – This paper fulfills an identified need for contributions to more research on packaging and marketing strategy. The study shows the influence of developing heritage products packaging on marketing.
