In this thesis, we focused on the topic of packaging design for chocolate from the perspective of
user experience, visual appearance, and material selection. The aim of the thesis was to design
and create three different packaging concepts that combine aesthetic appeal, functionality, and
sustainability.
The theoretical part defines the role of packaging in consumer decision-making, the psychology
of colors, visual elements, and materials, as well as current trends in packaging design. Emphasis
was also placed on the use of materials that are environmentally friendly and have a minimal
impact on nature. An analysis of the chocolate packaging market was also included, where current
approaches to design and diverse offerings on the market were explored.
The experimental part of the thesis involves designing and producing all three packaging versions,
from the initial idea to the final implementation. The methods used include material selections, an
examination of their basic properties, planning and graphic design of prototypes, printing, cutting,
and testing through surveys and focus group.
The research results showed that design significantly influences purchasing decisions, especially
when the packaging stands out and uses environmentally friendly materials. The use of hidden
messages also had a positive effect.
Based on the collected data, all the proposed hypotheses were confirmed. It was concluded that
packaging strongly affects product perception, making thoughtful design essential.
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