The thesis investigated the influence of tactile elements on the perception of prestige in the packaging of cosmetic products. The purpose of the study was to study how tangible elements such as blind printing, UV varnish and cut-out affect user perception and product selection. Within the framework of the research, four prototype packaging using different printing techniques were designed, which were then analysed using a questionnaire in the form of a focus group. 31 students of the Faculty of Natural Sciences and Engineering in Ljubljana participated in the focus group.
The results of the research showed that tactile elements affect the appearance of packaging, the sense of quality and the perception of prestige. The highest marks were attributed by the respondents to the packaging with UV varnish, which was rated as the most pleasant, visually appealing and prestigious. The cut-out packaging scored the worst marks, as it was unpleasant to the touch and less aesthetically convincing to most. The blind press, however, proved to be the most memorable. It was also noted that the majority of respondents would be willing to pay a higher price for products with tangible finishes if the price difference was not too great.
Based on the results, the assumption that tactile elements play an important role in the perception of a brand and product, especially in the context of luxury cosmetic products, is confirmed. The work highlights the importance of combining tactile techniques into modern packaging design and opens up opportunities for further research in the field of multisensory perception of packaging.
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