عنوان مقاله [English]
The graphic design of the brands evolves under the influence of a wide variety of factors such as shifting targets to sell more or, at least, to keep the market share of a given product as well as social and political parameters or technological advances. In fact, many famous companies, after several decades, have started to change, modify or revise the visual elements, symbols and old signs used in their brands in order to present them to the customers in a new form and shape. The modified or changed visual face of a brand in the course of time indicates not only the visual taste of each era, but also it represents the evolution of graphic designs. Among the brands the visual designs of which have changed in the process of time,Frito-Lay Inc is a good example. A famous brand in the field of producing nuts and sweets, Frito-Lay Inc presents its products in the packages with eight various brands. This study aimed to examine the evolutionary trend of the packages of this brand since its inception. To do so, the evolution of graphic design and the involving parameters, particularly in the area of packaging, was analyzed and explained. Then, the evolution of the visual changes of the mentioned brand as well as its packaging was studied. The methodology is qualitative in nature and the results have been presented analytically and descriptively. The data were gathered based on library sources and reliable databases. The results indicated that in spite of resistance of certain famous brands to their packages being changed, the reasons which were pointed out in the study, their packaging design has been changed or modified. In this course, however, the effective communication with the customers, which has been realized through keeping the visual identity of the product represented by the minimal use of graphic elements, has been maintained.