Identification of handicrafts with branding
Khorasan has long been the cradle of art and culture, and Mashhad, as the center of Khorasan Razavi, with its various fields of handicrafts, is the epitome of many artists, and these valuable works can be seen everywhere. I am also a fan of art and handicrafts, and as usual, I always go to one of these handicraft centers to visit traditional goods and polish my soul by seeing its various colors. I come and think to myself how and what artistic groups have engraved these beautiful patterns on these beautiful objects.
My eyes are fixed on a beautiful, engraved pottery. A little further on, a beautiful opal stone with golden streaks appears from afar. Being at the crossroads of buying one of these two works of art and my procrastination in shopping made another customer of the dish. Taking the pottery from its place with the intention of buying it and taking it to the counter, to the surprise of the seller, he wrapped this beautiful dish inside the newspaper and gave it to the customer, and I was surprised by the seller’s action. And I wondered why the handicrafts of such artists have been lost and do not have the necessary status!
The third most lucrative source of income in the world after car manufacturing, tourism and tourist attraction is handicrafts, and Mashhad, with its cultural and religious attractions, has been able to gain a large share of this sector. Handicrafts are a collection of works in which the human hand plays an essential role in its preparation and production, and constructive taste and creativity are used to beautify it. It is said that proper packaging of this economical product can play an important role in attracting and exporting tourism. Nowadays, packaging has gone far beyond its traditional role and has become a tool for advertising and customer attraction, so attractive packaging plays a kind of seller role.
In today’s world, packaging is no longer separate from the product, and all the elements of packaging, especially design, shape, brand name, form and color, are generally identified with the package and the content inside it and remain in the minds of customers.
Ali Asghar Monsan, Minister of Cultural Heritage, Tourism and Handicrafts, points to the importance of handicraft packaging. Is running.
Our efforts to prevent the sale of handicrafts continue, and since 2018 we have banned the import of foreign industries in order to boost the handicrafts market, he said.
The high cost of packaging, the production of high-volume packages, the lack of general knowledge in the field of packaging, the lack of connection between the field of handicrafts and the lack of support programs are some of the problems facing activists in the field.
Mohammad Motiee, Deputy Director General of Cultural Heritage, Tourism and Handicrafts of Khorasan Razavi, regarding the importance of understanding the need to package handicrafts to activists in this field, said in an interview with a reporter from Mashhad Provinces Group of Young Journalists Club: It is a lot, and each of them requires a package that fits the product inside, so it is difficult for the manufacturer to enter this area, and the costs incurred by him will deter him from doing so.
Once we understand the importance of this to sellers, we first try to standardize on the product and then consider boxes or handbags containing the brand and label for the products, he said.
Muammar, who has been carving on stones for many years, is active in the field of packaging and has an international mark on his products. In an interview with a reporter from the Provinces Group of the Young Journalists Club in Mashhad, he said: The packaging on the product indicates its location and determines who we bought the product from, at what address and by phone, so the packaging, in addition to the elegant appearance, also shows the history of the product information.
Customers are willing to pay a higher price and buy a good-looking product, so by setting up a think tank with experts in this field, we are trying to find out the customer’s taste and thus transfer our information to each other, he said. Let’s show.
Given that handicraft products are in different sizes and the high circulation of these products causes problems, artists can offer several types of goods with one package, and if the packages are made, he said, referring to the problems in handicraft packaging. Having their own hands plays a greater role in attracting customers.
According to statistics from the General Directorate of Cultural Heritage, Tourism and Handicrafts of Khorasan Razavi, the province’s share of exports of handicrafts in the international market last year was $ 54,395,383, which includes precious and semi-precious stones, silver jewelry, and textiles. You have
, Leather handicrafts, traditional textiles and embroidery. Regardless of the type of goods, exports were sent to Indonesia, Thailand, Turkey, Iraq, Kuwait, Bahrain, Oman, Algeria, Turkmenistan, Austria, Iraq, Pakistan, Canada, UAE, Bahrain, Syria, Uzbekistan, Portugal and Germany. Packaging is not included.
They can create added value and earn a significant share of the profits by selling it, so considering the packages in the domestic market, we can not only increase this value from our country, but we can also increase the export by attracting customers.
Manufacturers and suppliers of these products should understand that packaging is not separate from the product, and the profit from this will cover the costs of packaging and will make a huge contribution to the employment of our country’s youth.