The Development of Packaging and Labeling Design for Marketing Promotion of Mango Wine Products

Abstract

This research aimed to: 1) explore design guidelines for packaging and labeling to promote marketing of mango wine products; 2) develop packaging and labeling to enhance sales of mango wine; and 3) study the satisfaction of target consumers toward the developed packaging and labeling. The study engaged stakeholders involved in packaging and labeling to establish suitable development directions and assessed consumer satisfaction with researcher-designed prototypes. The findings revealed that effective packaging and labeling designs for mango wine promotion should consist of three essential components: product information content, packaging form, and graphic design elements. In terms of product content, legal regulations and standards specific to alcoholic products must be strictly adhered to. The packaging form should take into account appropriate size, quantity, structural design, and materials. The graphic and visual design should focus on aesthetic appeal, attractiveness, and color schemes aligned with the product identity. Smart packaging is also emphasized, allowing consumers to have quick access to product information and facilitating connectivity with producers. Quality assessment of the developed packaging and labeling indicated very high quality of content (x̄ = 4.93, S.D. = 0.15), high quality of design (x̄ = 4.33, S.D. = 0.47), and strong performance in promotional effectiveness (x̄ = 4.44, S.D. = 0.54). Furthermore, satisfaction assessment among sample participants showed the highest level of satisfaction in terms of design (x̄ = 4.61, S.D. = 0.17) and promotional support (x̄ = 4.61, S.D. = 0.13).