Dieline can be defined as a flat shape plan showcasing how to fold and cut the packaging after printing. These dielines are seen to be created in the program Adobe Illustrator. Before the design phase can be initiated the shape and size of the packaging need to be decided and a dieline drawn up according to these requirements. The dieline is the foundation of the packaging; it is the most important as if any mistakes occur, could result in a loss of time and cost (DesignerPeople, 2019).
SHAPE
Alongside the fulfilment functionality, the size and shape play a part of the aesthetics together with colour, materials and visual elements (Ruumpol, 2014; Swasty, 2016; Velasco, Salgado-Montejo, Marmolejo-Ramos, & Spence, 2014). Consumers find the shape also known as the form of the packaging the most interesting element when it is displayed on the shelf (Swasty, Mustikawan, & Naufalina, 2020). Silayoi and Speece state that even if the shape would affect the attention of the consumer, it is when the consumer pulls the packaging off the shelf to interact with the information, only then the quality is reassured (Silayoi & Speece, 2004). The shape of the packaging is chosen to create a certain sensory effect (Bloch, 1995) and communicate a certain message (Nancarrow et al., 1998; Silayoi & Speece, 2007).
From these findings, the following three dielines' were created:
SIZE
The second visual element is the size of the packaging relating to the functionality and usability of the packaging (Silayoi & Speece, 2004). When consumers make the link between the size and shape of the packaging, it is assumed to be associated to the convenience in use and carry aspects rather than to an aspect of communication (Silayoi & Speece, 2004). Furthermore, size is used as a visual means to simplify quantity discernments and decisions (Silayoi & Speece, 2004). Size is also seen as a scale to compare quantity against value for money (Silayoi & Speece, 2004).
Without their familiar brands, bigger packages of very low involvement items such as commodity food products tend to be chosen (Silayoi & Speece, 2004). Interestingly, consumers perceived more elongated packages to be larger, even if there was no difference in size with the less elongated packages, and even when they frequently purchased these packages and had experience using them (Silayoi & Speece, 2007). Thus, elongating the shape, within acceptable bounds, should result in consumers thinking of the package as a better value for money and result in larger sales generally (Silayoi & Speece, 2007). Product size and shape was found, by Silayoi and Speece (2004), to influence consumers’ value judgments.
Most coffee brands follow the shape of a rectangular vacuumed or soft vertical extended package (Silayoi & Speece, 2007). Consumers have found that vertical or elongated packages to be perceived as larger than the rest, even when the amount is exactly the same (Silayoi & Speece, 2007). The comparison of value for money against the amount is made and are found to be better value for money as they are perceived larger as amounts of coffee (Silayoi & Speece, 2007).
Designing premium coffee packaging, the shape of the packaging should be uncomplicated while being stylish and functional. It should not be seen as an opportunity to design a gimmick (Stewart, 1995). Even when simplicity is created with the form a certain perception of being rare, higher quality or more expensive is created when the shape is more unique (Corredor, 2017; Velasco et al., 2015).
