analysing the aesthetic aspect of packaging and its out puts

for companies operating in the age of convergence of the quality of the products, differentiation is inevitable. packaging as a differentiation tool can be a remedy in this way. one of the differentiating ways in packaging is to design a kind of packaging that possesses some aesthetic aspects by which the product and even the brand of it can be recognize. previous researches showed that having a packaging with aesthetic considerations can create some new experiences for customers(specially customers who search for aesthetics) and lead to some functional and symbolic outputs and thereby increase their tension to repurchase, paying more and a constant relationship with the packaging and the brand. this paper will attempt to present a comprehensive analysis on packaging from the aesthetic point of view. referring to the past researches, aesthetic aspects of packaging and their consequences on customers’ attitude and behavior would be discussed in detail. at the last part of the paper, we try to suggest some operational recommendations to designers and producers of packaging considering it’s aesthetic aspects.