Branding and Packaging Design in Menstrual Care: A Study on Consumer Perception and Stigma

초록

This paper explores the relationship between the branding of menstrual products, consumer perceptions, and the societal stigma surrounding menstruation. It examines how packaging design and societal perceptions significantly influence consumers' deeper feelings. Through in-depth interviews with 15 young women (aged 20-25), the study analyzes and thematically codes their experiences, revealing how menstruation continues to be perceived as taboo and how current brand messaging and packaging impact their views. The research highlights how traditional branding with discreet packaging perpetuates stigma, while more bold designs that openly represent menstruation resonate more positively with menstruating women. The insights reveal significant gaps in the recognition of diverse menstrual experiences, along with consumer needs for safer products and more inclusive services, such as personalized subscriptions. In addition, this paper offers a deeper understanding of how thoughtful design can play a crucial role in destigmatizing menstruation. It contributes valuable evidence for the need for further exploration into consumer experiences and emphasizes the importance of enhancing menstrual branding to connect on a more emotional level with consumers. Ultimately, this study contributes to existing knowledge by demonstrating how the branding and packaging design of menstrual products can confront stigma and foster a stronger emotional bond with consumers. The insights gathered provide practical guidance for future designers, highlighting the importance of aligning brand design with consumer sentiment to cultivate deeper connections.

키워드