Abstract:

In the period of adaptation to the European Higher Education Area it is necessary to undertake regular reviews of both the form and the content of subjects taught in the new European Degrees. Some of these subjects have the particularity to share contents and be taught by the same teachers in different Degrees. Such is the case of the subjects "Product Presentation", which is taught as a compulsory subject in the Degree in Industrial Design and Product Development, and the subject "Packaging and product image", given as an optional subject in the Degree in Advertising and Public Relations, both from the Universitat Jaume I of Castellón.
It is clear that although both subjects share the same content and require the same skills, will be necessary to adapt the syllabus to the specific particularities of each Degree. It is therefore important to know how the different backgrounds of these students affects their perception of the packaging and its relationship with the product. This knowledge will help us to identify which parts of the syllabus must be strengthened or modified in each case, in order to suit the skills of each Degree.
This paper describes the parallel surveys conducted in the two Degrees mentioned above, on how students perceive different types of products in relation to its packaging. The results of this research show similarities in some aspects and differences in others, by distinguishing different ratings for the importance of the communicative or technical-functional aspects of the packaging. This process allowed us to transfer new knowledge to practice teaching in each Degree, being able to justify several changes and reorient the syllabus of these subjects for implementation in next courses.

Keywords:

Industrial design, advertising, packaging, product, skills, EHEA.