The first impression and the physical appearance of cosmetic packaging are key factors influencing a customer's decision. An impressive and distinctive packaging design can increase the attractiveness of a product and thus stimulate the desire to buy. The different elements of the packaging, such as color, typography, graphics, material, shape, and size, play a huge role in triggering a set of specific feelings and associations that vary from one person to another and, due to the subjectivity of the individual, cannot be generalized. The thesis aims to find out whether the packaging of a product influences the consumer's decision, to what extent this is reflected, what is the main element of the packaging that convinces the consumers to buy, and what feelings are aroused in them when they look at a specific color of the packaging, the typography chosen on the packaging, and the material. In addition, we also wanted to compare the diversity of responses by gender and age groups. Still, the results only allowed us to make a first comparison and to build an initial foundation for our work. The theoretical part of the study explores in depth the meaning of packaging, examines its various subdivisions, and analyses the impact of certain elements and the feelings they evoke in the consumer. The experimental part focuses on the practical verification of this theoretical work and the design of the perfume's packaging, which could be for both sexes. The survey results clearly show that packaging has a powerful influence on purchase, and the most common design element for consumption, according to the respondents, is the graphics itself. The emotional responses of the elements have a similar impact on both genders, with only a few differences, such as pink and silver. In any case, the elements have a different effect on each individual due to their subjective experience. After analyzing the data, we used Adobe Illustrator and Blender to design our perfume.
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