Heritage yet contemporary: an aesthetic cultural precept explaining diasporic consumer aesthetic appreciation for package design
| Date | 30 July 2024 |
| Pages | 158-172 |
| DOI | https://doi.org/10.1108/JPBM-08-2023-4682 |
| Published date | 30 July 2024 |
| Author | Mark Buschgens,Bernardo Figueiredo,Janneke Blijlevens |
Heritage yet contemporary: an aesthetic
cultural precept explaining diasporic consumer
aesthetic appreciation for package design
Mark Buschgens
School of Management and Marketing, The University of Waikato, Hamilton, New Zealand and
Research School of Management, Australian National University, Canberra, Australia, and
Bernardo Figueiredo and Janneke Blijlevens
School of Economics, Finance and Marketing, RMIT University, Melbourne, Australia
Abstract
Purpose –This paper aims to examine how visual elements used in packaging design relate to diasporic consumeridentity and influence aesthetic
appreciation.
Design/methodology/approach –Drawing on social identity theory, research on aesthetic principles and using a mixed methods approach, two
studies are conducted. Study 1 involves a qualitative exploration of the nature of diasporic consumer identity and its relation with visual design in
packaging. Study 2 involves quantitative testing and calibration of this relationship and its subsequent influence on aesthetic appreciation.
Findings –Diasporic consumers from the Middle East appreciate hybrid visual designs and prefer packaging that strikes an optimum balance of
visual elements (colour, shapes, patterns) from the heritage aspects of their ancestral homeland and more contemporary aspec ts from their culture
of living. Preference for balance elicits an overall positive diasporic identity feeling that mediates the relationship with aesthetic appreciation of
visual design in packaging.
Research limitations/implications –These findings offer new knowledge about the role of visual design in packaging in delivering symbolic value
to diasporic consumers, evidencing how diasporic consumers’dual identities shape aesthetic appreciation and preferences forhybrid visual designs.
Practical implications –Provides marketing practitioners and packaging designers with a concise and contextual directive for creating visual
designs that appeal to a growing segment of diasporic consumers.
Originality/value –This research draws on social identity theory to uncover an aesthetic cultural precept –heritage, yet con temporary –that can
inform the development of packaging designs targeting diasporic consumers.
Keywords Hybrid visual design, Visual design, Dual identity, Diasporic consumers, Aesthetic appreciation, Packaging, Diasporic consumers
Paper type Research paper
1. Introduction
Design and visual aestheticsare essential elements of packaging
design and other marketing communications because they can
foster desired brand associations (Celhay et al., 2019;Celhay
and Luffarelli,2024;Orth and Malkewitz, 2008;Nikulina et al.,
2024). Design elements that comprise a package’s visual
appearance are well known to communicate value and
meaning, and provide a sense of identity for consumers
(Buschgens et al., 2024;Celhayet al.,2019;Khan et al.,2022).
In helping consumers relate to such identities through
enhanced cultural product and brand engagement, visual
design has become increasingly important in marketing
(Buschgens et al., 2019,2024;Cayla and Eckhardt, 2008,
Schroeder et al.,2015).
Marketing research in aesthetics has benefited from the
development of aesthetic principles (Blijlevens and Hekkert,
2019;Hagen, 2021;Post et al., 2023)–not conceived as
scientific laws, but guidelines for good design based on
consumers’perspectives. They are helpful in providing a
concise way to describe and employ combinations of aesthetic
elements that consumers most aesthetically appreciate
(Blijlevens and Hekkert, 2019;Postet al., 2023). Exploring the
aesthetic manifestations ofthese principles in different cultural
conditions can provide a shorthand way for practitioners to
understand the visualpreferences of their target markets.
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/1061-0421.htm
Journal of Product & Brand Management
34/2 (2025) 158–172
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-08-2023-4682]
The authors would like to thank Bronwyn Bruce and participants at several
conferences for their insights, friendly reviews and assistance with
methods. The authors are also thankful to the many participants of this
research for their valued insights and time, as well as the Editor in Chief,
Guest Editor and two anonymous reviewers for their encouraging
comments and feedback.
Declaration of interest: The authors declare no conflicts of interest.
Received 28 August2023
Revised 1 February 2024
18 April 2024
10 May 2024
Accepted 18 May 2024
158
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