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**Author:** Brian Rodrigo Llagas
**Year:** 2018
**Email:**
[email protected]
**LinkedIn:** [https://www.linkedin.com/in/brianllagas/](https://www.linkedin.com/in/brianllagas/)
**Website:** [www.brianllagas.com](http://www.brianllagas.com), [www.baray.me](http://www.baray.me), [https://baray.tumblr.com/](https://baray.tumblr.com/)
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**KEY TERMS**
#CulturalResonance
#HumanCentredDesign
#BrandingAndPackaging
#DesignProcessEvolution
#AudienceEngagement
#BrandDesign
#CulturalInsights
#DesignThinking
#PackagingDesign
#CulturallyResonantDesign
#CulturalConsonance
#DesignProcess
**LOCATE**
This research explores the role of cultural resonance in branding and packaging design, arguing that Human-Centred Design (HCD) alone is not enough. It adopts a broad definition of culture, encompassing the attitudes and behaviours of a specific target audience. Rather than simply incorporating HCD, the study proposes evolving the design process to ensure end-users remain central. By examining branding and packaging methodologies, it critiques current industry practices and offers a refined approach that integrates cultural and strategic insights. Ultimately, this research challenges conventional methodologies, advocating for a shift that prioritises the audience in branding and packaging strategies.
**FOCUS**
The research centres on how designers can go beyond surface-level design to embrace strategic and cultural perspectives. By re-evaluating branding and packaging design, the study explores how understanding audience needs and cultural contexts can lead to more resonant and impactful designs. The focus extends to analysing industry practices, auditing design tools, and proposing a refined framework for branding. A key objective is to empower designers to rethink their approach to packaging, ensuring that the human element remains a fundamental consideration.
**REPORT**
Findings from the study highlight areas for improvement in existing branding and packaging methodologies, particularly in their limited engagement with audience needs. The research identifies several proprietary tools used within studios, assessing their alignment with HCD principles. The results suggest that while some tools incorporate participatory elements, they often lack a deeper cultural and consumer-driven approach. The study introduces a phased strategy to gradually implement cultural resonance in branding, moving from designer awareness to broader industry adoption. These insights provide a roadmap for creating branding strategies that are more attuned to the identities and expectations of consumers.
**ARGUE**
The project asserts that for branding and packaging design to remain relevant and effective, it must evolve to prioritise cultural resonance and strategic engagement. The argument is built on the premise that design is not just about aesthetics but also about meaning and audience connection. The proposed approach suggests that by refining the branding process, designers can create solutions that not only look appealing but also deeply connect with their intended audiences. This shift challenges the industry's traditional emphasis on visual identity, advocating instead for a more holistic, research-driven process.
**AUTHOR**
Brian Rodrigo Llagas is a researcher, branding and packaging designer, and strategic designer currently pursuing a PhD at RMIT. His research focuses on using visual communication in food packaging to address consumer confusion, particularly in the context of food waste. He investigates how design can improve the clarity and presentation of information on packaging labels, helping consumers make better-informed choices. This work is part of the National Date Labelling and Storage Advice (Phase 1) project with End Food Waste Australia and 3C (Communication and Change Co-Lab) at RMIT University.
With nearly two decades of experience in the FMCG food and beverage industry, Brian has led design teams working with iconic Australian brands, including Arnott’s, Bega Dairy & Drinks, Brown Brothers, Dairy Farmers, Sorbent, Tim Tam, and Uncle Tobys. His work has been recognised both nationally and internationally for its outstanding visual standards, strategic insight, and design effectiveness.