Identifying the visual taste of audience(customer) based on their social class (Case study: Tea packs)

The design of packaging is an important factor in selling any products، which should be done based on the customers taste، in a way that influence the costumers in a few seconds and persuades them to buy an special product. In this article، first the integrity of Bordio’s theory in Iranian community is tested and after proving the correctionand utility of this theory، we attempts to extract the visual elements in each class، becausethe taste and habits of each class is a key element in choosing visual elements fordesign of packaging. Therefore، a questionnaire was completed for determining the social class and people''s taste for choosing tea packs by 180 Esfahanian youth (between 25 and 35 years old). According to the results، it can be said the ideal visual elements and the meaning of “CHIC” are described differently in every class.