Packaging plays a key role in influencing consumer purchasing decisions, especially in the dietary supplements industry. This thesis examines the impact of packaging design and material choice on consumer preferences, with a focus on sustainable and aesthetically refined solutions. The research includes a comparative analysis of various types of packaging on the market, evaluating their functional, environmental, and visual properties.
Qualitative and quantitative methods were used. Through the review of numerous surveys and visual assessments, we analyzed consumer perceptions. Then we executed our own study and examined packaging design preferences for a hormonal balance food supplement among women aged 14 to 58. Three packaging styles – the original, minimalist ecological and luxurious ecological – were evaluated through a structured questionnaire. Results showed that the minimalist eco packaging was generally the most favored, particularly for its natural appearance, clear communication of information, and trustworthiness. The luxurious design was perceived as the most visually appealing and prestigious, while the original packaging received the lowest overall ratings. These insights highlight the importance of aligning packaging aesthetics with consumer values such as sustainability, clarity, and emotional connection.
Based on these findings, we conducted our own redesign and renewal of existing dietary supplement packaging. This demonstrated that companies can achieve an optimal balance between functionality, visual appeal, and environmental standards through sustainable and innovative design solutions.
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