Unification of visual rhetoric within design elements in packaging design for SMEs in Malaysia / Safrina Muhammad Azmi

Malaysia is still heading towards achieving as a developed nation as envisioned in 2020. Small and Medium Enterprises (SMEs) are known as the largest contributor to the country's economic growth (GDP) and can be used as a platform to promote Malaysia through its food products; envisioned for to...

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Main Author:	Muhammad Azmi, Safrina
Format:	Thesis
Language:	English
Published:	2022
Subjects:	Advertising
Online Access:	https://ir.uitm.edu.my/id/eprint/66903/1/66903%20.pdf
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id	my-uitm-ir.66903
record_format	uketd_dc
spelling	my-uitm-ir.669032023-05-29T08:04:33Z Unification of visual rhetoric within design elements in packaging design for SMEs in Malaysia / Safrina Muhammad Azmi 2022 Muhammad Azmi, Safrina Advertising Malaysia is still heading towards achieving as a developed nation as envisioned in 2020. Small and Medium Enterprises (SMEs) are known as the largest contributor to the country's economic growth (GDP) and can be used as a platform to promote Malaysia through its food products; envisioned for to be among the players in exporting food products to the global market. However, some SMEs still face difficulties in penetrating certain markets due to poor packaging and branding which is said to also reflect product quality. Packaging design has been significantly discussed for centuries and is recognized as one of the important components in the marketing industry. Food products must be equipped with good packaging design as part of their marketing strategy and as a national brand. Various products have been worked on for export to ASEAN markets; however, after examining various categories of high potential products, the scope of this study will only discuss and measure the packaging design of Keropok Lekor products. This study may be limited due to government policy, rule of law and legislation where some packaging design criteria and guidelines are bound to restrictions that have been outlined. Due to time constraints and high population density, data collection was only conducted in the Klang Valley where it is believed to have a sufficient population to represent the entire population of Malaysia. The objective of this study is to identify the relevance of visual rhetoric approach in packaging design as well as determine persuasive ways in visual rhetoric approach, then build a novel framework for new product development in order to improve product development process for food products from SMEs. This research was conducted using a mixed method where it is believed its ability to collect sufficient data to achieve its objectives is very accurate. Next, visual analysis was performed based on the validation of the analytical data and it has met the objectives of the study significantly. Conclusively, this study has identified important elements in the visual rhetoric approach as key factors in producing packaging design, and as a result, built a novel career framework for new product development for SMEs' food products referring to new product development (NPD) designed by Philip Kotler (1997) where it is believed to have confirmed all the hypotheses in this study. 2022 Thesis https://ir.uitm.edu.my/id/eprint/66903/ https://ir.uitm.edu.my/id/eprint/66903/1/66903%20.pdf text en public phd doctoral Universiti Teknologi MARA (UiTM) Faculty of Art & Design Abdul Rahim, Ruslan
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Abdul Rahim, Ruslan
topic	Advertising
spellingShingle	Advertising Muhammad Azmi, Safrina Unification of visual rhetoric within design elements in packaging design for SMEs in Malaysia / Safrina Muhammad Azmi
description	Malaysia is still heading towards achieving as a developed nation as envisioned in 2020. Small and Medium Enterprises (SMEs) are known as the largest contributor to the country's economic growth (GDP) and can be used as a platform to promote Malaysia through its food products; envisioned for to be among the players in exporting food products to the global market. However, some SMEs still face difficulties in penetrating certain markets due to poor packaging and branding which is said to also reflect product quality. Packaging design has been significantly discussed for centuries and is recognized as one of the important components in the marketing industry. Food products must be equipped with good packaging design as part of their marketing strategy and as a national brand. Various products have been worked on for export to ASEAN markets; however, after examining various categories of high potential products, the scope of this study will only discuss and measure the packaging design of Keropok Lekor products. This study may be limited due to government policy, rule of law and legislation where some packaging design criteria and guidelines are bound to restrictions that have been outlined. Due to time constraints and high population density, data collection was only conducted in the Klang Valley where it is believed to have a sufficient population to represent the entire population of Malaysia. The objective of this study is to identify the relevance of visual rhetoric approach in packaging design as well as determine persuasive ways in visual rhetoric approach, then build a novel framework for new product development in order to improve product development process for food products from SMEs. This research was conducted using a mixed method where it is believed its ability to collect sufficient data to achieve its objectives is very accurate. Next, visual analysis was performed based on the validation of the analytical data and it has met the objectives of the study significantly. Conclusively, this study has identified important elements in the visual rhetoric approach as key factors in producing packaging design, and as a result, built a novel career framework for new product development for SMEs' food products referring to new product development (NPD) designed by Philip Kotler (1997) where it is believed to have confirmed all the hypotheses in this study.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Muhammad Azmi, Safrina
author_facet	Muhammad Azmi, Safrina
author_sort	Muhammad Azmi, Safrina
title	Unification of visual rhetoric within design elements in packaging design for SMEs in Malaysia / Safrina Muhammad Azmi
title_short	Unification of visual rhetoric within design elements in packaging design for SMEs in Malaysia / Safrina Muhammad Azmi
title_full	Unification of visual rhetoric within design elements in packaging design for SMEs in Malaysia / Safrina Muhammad Azmi
title_fullStr	Unification of visual rhetoric within design elements in packaging design for SMEs in Malaysia / Safrina Muhammad Azmi
title_full_unstemmed	Unification of visual rhetoric within design elements in packaging design for SMEs in Malaysia / Safrina Muhammad Azmi
title_sort	unification of visual rhetoric within design elements in packaging design for smes in malaysia / safrina muhammad azmi
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Art & Design
publishDate	2022
url	https://ir.uitm.edu.my/id/eprint/66903/1/66903%20.pdf
_version_	1783735643574108160

Unification of visual rhetoric within design elements in packaging design for SMEs in Malaysia / Safrina Muhammad Azmi

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