The new product design development (NPD2) for SMEs in Malaysia / Safrina Muhammad Azmi ... [et al.]

For products, packaging design can be one of the essential criteria to attract the first glance of the consumer and packaging design has been identified as one of the main components in the marketing industry. The literature on brands and new product design development (NPD2) often presents a linear model of NPD2 with little consideration on the design process as a unit in the fundamental stage. Some literature also considers packaging design as part of the product formation process. The NPD2 model developed by Philip Kotler associates packaging design with product branding. However, there is a limitation as it only shows the physical value of the packaging and does not emphasize the design elements of the packaging as a unit. Design elements that are known for their capability to have an impact on packaging can no longer be overlooked in this model. Therefore, improvising existing NPD2 can reveal the importance of design elements in NPD2 in helping to improve the food product brand image, and products' marketability of small and medium enterprises (SMEs), which also increases their sales revenue.