SavedAdd your journal

Journals / Medya ve Kültürel Çalışmalar Dergisi / 2026 / Cilt: 8 Sayı: 2

Visual Communication Elements in Shampoo Packaging: A Content Analysis Study

Şampuan Ambalajlarında Görsel İletişim Elemanlarının Kullanımı: İçerik Analizi Çalışması

Gökhan Çölük(KONYA TEKNİK ÜNİVERSİTESİ)0000-0002-3125-4930
Pages
186–197
Publication Date
2026-10-28
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings reveal that shampoo packaging frequently features usage instructions, shine effects, metallic colors, simple color schemes, white backgrounds, and elaborate design applications; furthermore, emphasis is placed on care, repair, and problem-solving attributes.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Packaging acts as a silent salesperson that communicates directly with the consumers and influences purchasing decisions.
📊
Key Findings & Data:Utilizing a quantitative content analysis method, the study defines its population as shampoo packaging sold at ŞOK, BİM, A101, and Migros 5M stores, with a sample consisting of 57 shampoo packages found at these retailers.
💡
Conclusion & Impact:The findings reveal that shampoo packaging frequently features usage instructions, shine effects, metallic colors, simple color schemes, white backgrounds, and elaborate design applications; furthermore, emphasis is placed on care, repair, and problem-solving attributes.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Ambalaj Tasarımı · Şampuan Ambalajı · Görsel İletişim

Abstract

Packaging acts as a silent salesperson that communicates directly with the consumers and influences purchasing decisions. Therefore, it is crucial to understand how the visual communication elements chosen for packaging design convey messages to consumers—specifically, what those messages are and the forms in which they are presented. Based on this premise, this study aims to examine the frequency and forms of visual design elements used in shampoo packaging within the personal care product category. Utilizing a quantitative content analysis method, the study defines its population as shampoo packaging sold at ŞOK, BİM, A101, and Migros 5M stores, with a sample consisting of 57 shampoo packages found at these retailers. Purposive sampling—a type of non-probability sampling—was employed to select the study's sample. The findings reveal that shampoo packaging frequently features usage instructions, shine effects, metallic colors, simple color schemes, white backgrounds, and elaborate design applications; furthermore, emphasis is placed on care, repair, and problem-solving attributes. The limited variety in color palettes and emphasis statements suggests that alternative design approaches aimed at differentiation within the competitive landscape could be explored.

Özet

Ambalaj, tüketiciyle doğrudan iletişim kuran ve satın alma kararlarını etkileyen sessiz satış elemanıdır. Bu nedenle ambalaj tasarımında tercih edilen görsel iletişim unsurlarının tüketicilere hangi mesajları, hangi biçimlerde ve nasıl aktardığının ortaya konulması önem taşımaktadır. Bu problemden yola çıkarak tasarlanan bu araştırmada; kişisel bakım ürünleri kategorisinde yer alan şampuan ambalajlarında kullanılan görsel tasarım unsurlarının kullanım sıklıklarının ve biçimlerinin incelenmesi amaçlanmıştır. Nicel içerik analizi yönteminin kullanıldığı bu araştırmanın evrenini ŞOK, BİM, A101 ve Migros 5M’de satışa sunulan şampuan ambalajları, örneklemini ise ilgili marketlerde bulunan 57 adet şampuan ambalajı oluşturmaktadır. Araştırmanın örnekleminin belirlenmesinde olasılıksız örneklem türlerinden amaçlı örnekleme yöntemi kullanılmıştır. Araştırma bulgularına göre şampuan ambalajlarında; kullanım önerileri, parlaklık efekti, metalik renk kullanımı, sade renk tercihleri, beyaz zemin kullanımı ve yoğun tasarım uygulamalarının yaygın olduğu; ayrıca bakım ve onarım ile sorun çözmeye yönelik vurgu ifadelerinin ön plana çıktığı tespit edilmiştir. Ambalajlarda kullanılan renk skalası ve vurgu ifadelerinin sınırlı çeşitlilik göstermesi, rekabet ortamında farklılaşmaya yönelik alternatif tasarım yaklaşımlarının değerlendirilebileceğine işaret etmektedir.

🔖

Cite This Article

Çölük, G. (2026). Visual Communication Elements in Shampoo Packaging: A Content Analysis Study. Medya ve Kültürel Çalışmalar Dergisi, Cilt: 8 Sayı: 2, 186–197. https://doi.org/10.55055/mekcad.1997808

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (48)

  1. Aydınoğlu, N. Z., & Cian, L. (2014). Show me the product, show me the model: Effect of picture type on attitudes toward advertising. Journal of Consumer Psychology, 24(4), 506-519. https://doi.org/10.1016/j.jcps.2014.04.002
  2. Ayız, B., & Kavuran, T. (2025). Görsel İletişim Tasarımı Bağlamında Ambalaj Tasarımlarının Renk ve Doku Unsurları Açısından İncelenmesi:“Ülker ve Çizmeci Time Örneği”. Bilim Eğitim Sanat ve Teknoloji Dergisi, 9(2), 111-133. https://izlik.org/JA33GT27XS
  3. Baltaş, Z., & Baltaş, A. (2007). Bedenin dili. Remzi Kitabevi.
  4. Barutçu, S., & Arslan, H. (2019). İleri dönüşümlü ambalaj tasarımlı ürünlere yönelik tüketici tutumu ve satın alma niyeti ilişkisi. Pamukkale Journal of Eurasian Socioeconomic Studies, 6(2), 92-110. https://doi.org/10.34232/pjess.643575
  5. Beşikci, B., & Basfirinci, C. (2021). Ambalajlarda kahraman kullanımının okul öncesi çocukların satın alma davranışına etkisi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 33, 153-168. https://doi.org/10.18092/ulikidince.952914
  6. Callebaut, T., Ikonen, I., Geyskens, K., & Cleeren, K. (2026). Unpacking packaging—a meta-analysis on the effects of visual packaging elements. Journal of the Academy of Marketing Science, 1-19. https://doi.org/10.1007/s11747-026-01172-2
  7. Chen, Y. S. A. (2021). Does outward appearance appeal to the inward mind? The impact of packaging finishes on brand impressions and the subsequent behavior of consumer. Journal of Product & Brand Management, 30(5), 768-778. https://doi.org/10.1108/JPBM-07-2019-2466
  8. Cong, T., & Zongming, L. (2024). Research progress of visual information communication in food packaging: A systematic review. Shipin yu jixie, 39(12), 92-99.
  9. Çeken, B., Ersan, M., & Tuğrul, D. (2018). Market broşürlerinin temel tasarım ilkeleri ve renk kullanımı açısından incelenmesi. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (31), 121-137. https://izlik.org/JA28EF45TW
  10. Çölük, G. (2025a). Bir tanıtım unsuru olan ambalajın markalaşma sürecindeki firmalar için önemi: Pazar incelemesi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 57, 166-185. https://doi.org/10.52642/susbed.1620974
  11. Çölük, G. (2025b). Perakende sektöründe ürün ambalajlarındaki duygu/algı hedeflerinin analizi: Ambalajın yazı dili. 2. Uluslararası Yapay Zekâ ve Hipermedya Sempozyumu, 177–191
  12. De Sousa, M. M., Carvalho, F. M., & Pereira, R. G. (2020). Do typefaces of packaging labels influence consumers' perception of specialty coffee? A preliminary study. Journal of Sensory Studies, 35(5), e12599. https://doi.org/10.1111/joss.12599
  13. Doğaner, M., & Temel, E. (2024). Sessiz satış elemanı ambalaj: Ambalajlı içme suyu sektöründe bir inceleme. Nazilli İktisadi ve İdari Bilimler Fakültesi Dergisi, 5(1), 156-184. https://doi.org/10.59113/niibfd.1427543
  14. Ercik, C. (2026). Renk faktörünün tüketicilerin duyusal algı ve tercihlerine etkisi: Deneysel bir çalışma. Kent Akademisi, 19(5), 1-19. https://doi.org/10.35674/kent.1700044
  15. Erdal, G. (2013). Ambalajın dili ve psikolojik etkisi. Akademik Bakış Dergisi, 35, 1-10.
  16. Erdal, G. (2026). Çocuklara yönelik ambalajlarda oyuncak etkisi. Uluslararası Sanat Tasarım ve Eğitim Dergisi, 7(1), 1-12. https://izlik.org/JA84XR96RS
  17. Ersoy, N., & Budak, B. (2025). Sustainability logos and claims on food packaging and labels: The case of Türkiye. Plos one, 20(12), e0337813. https://doi.org/10.1371/journal.pone.0337813
  18. Grappe, C. G., Lombart, C., Louis, D., & Durif, F. (2021). “Not tested on animals”: How consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?. International Journal of Retail & Distribution Management, 49(11), 1532-1553. https://doi.org/10.1108/IJRDM-12-2020-0489
  19. Herbes, C., Beuthner, C., & Ramme, I. (2020). How green is your packaging—A comparative international study of cues consumers use to recognize environmentally friendly packaging. International Journal of Consumer Studies, 44(3), 258-271. https://doi.org/10.1111/ijcs.12560
  20. Holsti, O.R. (1969). Content Analysis for the Social Sciences and Humanities. Reading, MA: Addison-Wesley.
  21. Hurley, Rupert Andrew; Holmes, Julianne Lee; Tonkin, Charles E.; Cooksey, Kay; and Rice, Julie C. (2016). The effect of decorative foil stamping on consumer attention. Journal of Applied Packaging Research. 8(2), Article 5. ss. 44-55.
  22. Kemp, S. E., & Gilbert, A. N. (1997). Odor intensity and color lightness are correlated sensory dimensions. The American Journal of Psychology, 110(1), s. 35-46. https://doi.org/https://doi.org/10.2307/1423699
  23. Klaiman, K., Ortega, D. L., & Garnache, C. (2016). Consumer preferences and demand for packaging material and recyclability. Resources, Conservation and Recycling, 115, 1-8. https://doi.org/10.1016/j.resconrec.2016.08.021
  24. Kojina, M., Hoken, J. ve Takahashi, K. (1986). The role of color and pattern as mediators of product selection. Journal of Human Ergology, 15(1), 13-25. https://doi.org/10.11183/jhe1972.15.13
  25. Kozik-Kołodziej, N., Cholewa-Wójcik, A., & Jarossová, M. A. (2024). Consumers’ opinions on the usefulness, understandability, and reliability of product claims on natural cosmetics packaging. Humanities and Social Sciences, 31(1), 77–91. https://doi.org/10.7862/rz.2024.hss.05
  26. Krishna, A., Cian, L., & Aydınoğlu, N. Z. (2017). Sensory aspects of package design. Journal of retailing, 93(1), 43-54. https://doi.org/10.1016/j.jretai.2016.12.002
  27. Liao C-C, Lee W-Y, Lai Y-H, Wang L-Y (2018). The relationship between container colors and the beauty benefits of skin care products. Color Res Appl.; 43, 279–290. https://doi.org/10.1002/col.22191
  28. Lichtle, M.C. ve Plichon, V. (2005). La diversite des etats affectifs sur le point de vente, Decision Marketing, 39, 33-42.
  29. Marckhgott, E., & Kamleitner, B. (2019). Matte matters: When matte packaging increases perceptions of food naturalness. Marketing Letters, 30(2), 167-178. https://doi.org/10.1007/s11002-019-09488-6
  30. Marion, G., & Georgios, H. (2020). One color fits all: product category color norms and (a) typical package colors. Review of Managerial Science, 14(5), 1077-1099. https://doi.org/10.1007/s11846-018-0325-9
  31. McNeal, J. U., & Ji, M. F. (2003). Children’s visual memory of packaging. Journal of consumer marketing, 20(5), 400-427. https://doi.org/10.1108/07363760310489652
  32. Miles, B. M., & M., H. A. (1994). Qualitative data analysis: An expanded source book. Sage Publications.
  33. Odabaşı, Y. (1989). Pazarlama İletişiminde Mesaj. Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 7(2), 77-86.
  34. Patton, M. Q. (2015). Qualitative research & Evaluation methods (4th ed.). Sage Publications.
  35. Peng, M., Liang, F., Yu, L., & Huang, H. (2023). Smooth or rough? The impact of food packaging design on product healthiness perception. Food Quality and Preference, 111, https://doi.org/10.1016/j.foodqual.2023.104970
  36. Rundh, B. (2009). Packaging design: creating competitive advantage with product packaging. British food journal, 111(9), 988-1002. https://doi.org/10.1108/00070700910992880
  37. Schifferstein, H. N., de Boer, A., & Lemke, M. (2021). Conveying information through food packaging: A literature review comparing legislation with consumer perception. Journal of Functional Foods, 86, 104734. https://doi.org/10.1016/j.jff.2021.104734
  38. Schnabl, L., Reh, C. A., Schmitz, A. K., & Schlereth, C. (2026). Quantifying and steering the added value of sustainability claims on FMCG product packaging. Journal of Retailing. https://doi.org/10.1016/j.jretai.2026.07.003
  39. Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British food journal, 106(8), 607-628. https://doi.org/10.1108/00070700410553602
  40. Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: a conjoint analysis approach. European journal of marketing, 41(11/12), 1495-1517. https://doi.org/10.1108/03090560710821279
  41. Simmonds, G., Woods, A. T., & Spence, C. (2018). ‘Show me the goods’: Assessing the effectiveness of transparent packaging vs. product imagery on product evaluation. Food Quality and Preference, 63, 18-27. https://doi.org/10.1016/j.foodqual.2017.07.015
  42. Spence, C. (2018). Background colour & its impact on food perception & behaviour. Food Quality and Preference, 68, 156-166. https://doi.org/10.1016/j.foodqual.2018.02.012
  43. Sun, M. (2023). Research on packaging design of cultural and creative products derived from the intangible cultural heritage of gold foil. Frontiers in Art Research, 5(7), 92-100. https://doi.org/10.25236/FAR.2023.050717
  44. Swasty, W., Putri, M. K., Koesoemadinata, M. I. P., & Gunawan, A. N. S. (2021). The effect of packaging color scheme on perceptions, product preferences, product trial, and purchase intention. Jurnal Manajemen dan Kewirausahaan, 23(1), 27-39. https://doi.org/10.9744/jmk.23.1.27-39
  45. Şen Atiker, E. (2026). Ambalaj tasarımında kültürel illüstrasyonların rolü: Görsel kimlikten marka anlatısına bir inceleme. Tasarım Disiplinleri Dergisi, 1(1) 2026. https://izlik.org/JA92BR89SY
  46. Vendruscolo, C. W., Bagatin, E., & Leonardi, G. R. (2025). The Science behind the label: Evaluating claims in dermatologist‐Recommended Cosmetics. Dermatological Reviews, 6(4), e70045. https://doi.org/10.1002/der2.70045
  47. Ward, E., Romaniuk, J., Trinh, G., Dawes, J., & Beal, V. (2024). How to signal product variety on pack: An investigation of color and image cues. International Journal of Market Research, 66(1), 46-72. https://doi.org/10.1177/14707853231201852
  48. Wolf, C., Krause, F., & Henkel, S. (2026). Is the Cleanser Really “Clean”? Introducing and Assessing a Front-of-Package Labeling Framework on Effectiveness and Ingredient Claims. Journal of Public Policy & Marketing, 45(1), 70-86. https://doi.org/10.1177/07439156251351567