Role of Axiological Values in Branding, product packaging and design


Asadullah Lakho
Yasir Javed
Sundas Rauf



This paper intends to determine the role of axiological values, particularly moral and aesthetic values in product branding, packaging and design. The term ‘design’ here should not be confused with the designing of the print content of the packaging, here, design stands for the aesthetic attributes of the product, its color, texture, shape and overall feel that adds axiological value. The paper will explore the realms of product branding, packaging and design, keeping in context the axiologic aspects that are unintentionally or intentionally being followed by the organizations during these processes. 


How to Cite
Lakho, A., Javed, Y. and Rauf, S. 2023. Role of Axiological Values in Branding, product packaging and design. Journal of Policy Research. 9, 3 (Sep. 2023), 172–177. DOI:


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