"Enriching the Pharaonic Egyptian identity in the design of promotional packaging (applied to the tourist store in the Grand Egyptian Museum)"

Document Type : scientific articles

Author

printing ,publishing and packaging dept.-faculty of applied arts- helwan university

Abstract

Packaging design is crucial in expressing the visual identity of brands and attracting customers through aesthetic appearance, protection, and product information. It also plays a vital role in creating an emotional connection between the brand and the customer, resulting in long-term advertising benefits. The packaging design for tourist shops in Egypt, offering products and services to foreigners, should reflect the country's different cultural identities, including Pharaonic and Islamic. A focus on the ancient Egyptian identity can yield symbolic elements and formations that express the country's identity, but adapted to the current era.

The researcher employed a historical approach to identify the essential elements of ancient Egyptian civilization, using descriptive and analytical methods to analyze and create decorative formations. The experimental method was also used to apply various advertising packaging models that achieved functional, aesthetic, and advertising aspects of packaging. By utilizing the tourist destinations inside Egypt, the packaging design could enrich the Egyptian identity in other countries, attracting potential customers and promoting the brand through current customer recommendations. In conclusion, packaging design plays a significant role in the marketing strategy of any brand, and utilizing cultural elements could enhance the brand's identity and attract customers.

Keywords

Journal of Heritage and Design

Articles in Press, Accepted Manuscript
Available Online from 11 June 2023

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