The visual aspects of cosmetic packaging are highly important for communication between brands and consumers. Besides the aesthetic features which convince consumers into purchasing a product, packaging must also provide information about distributers, product itself and save usage of it. Since cosmetics are generally small, certain information can be displayed as a pictogram. In this diploma we wanted to find out how known are these labels among the consumers and which features of the product or the packaging influence the purchase of the product the most.
Before starting the research, we set out hypotheses which we try to confirm or decline through our work. In the theoretical part, we define regulations for cosmetic products and describe the most common pictograms found on cosmetic packaging. In the following experimental part we explore which features of products and packaging are the most important in the eye of the consumer; how aware are people of pictograms on cosmetic packaging and their meanings; and how quickly they find specific information on the packaging. In addition to the survey, we also used eye tracking technology for our research. This allowed us to study the eye gaze of test subjects and get a precise insight into the time needed to find different information on the packaging.
This diploma outlines basic guidelines for cosmetic packaging design and finds some effective and ineffective ways to display information on packaging. We defne which packaging characteristics influence the purchase the most and how important are packaging materials, design of the product, it‘s price, certificates and similar properties to the average consumer.
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