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RESEARCH PRODUCT

The Role of Packaging in Positioning an Orange Juice

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Abstract This article revises the concept and positioning strategies according to the proposals of different authors. Positioning is related to variables in the marketing mix, and, specifically, to the main subject of this research study—packaging. The theories of different authors with respect to the functions of packaging and its constituent elements are revised and then attention is focused on four of its graphic elements: Color, shape, typography, and image. Within this framework, designer and consumer opinions are presented with the ultimate aim of identifying the associations between different positioning strategies and the different graphic design variables used to define an orange juice packaging.