Redesigning iconic Maltese brands’ packaging to analyse whether the public identifies with an evolutionary or revolutionary redesign : a qualitative study

Abstract

This dissertation focuses on the notion of iconic package design, in more detail, redesigning local iconic packaging to see how willing the participants are to change. The redesigns will be based on changing the visual compositions to three degrees: evolutionary, liminal and revolutionary. This qualitative study’s chosen methodology is a focus group, whereby it tests and captures the various insights of the participants’, both on an individual and collective level. In the case of the individual level, the participants are given a form to fill based on what is presented on screen. Moreover, the collective level consists of a set of questions prepared and probed by the researcher upon which the participants are asked to explore and discuss accordingly. The results produced from the aforementioned, shows that the participants are more inclined towards slight, or at most liminal changes, with very few participants opting for the revolutionary redesign.