The purpose of this master’s thesis was to examine the impact of visual packaging elements
on consumer perception and purchasing decisions. The study included three industries: food,
cosmetics, and decorative products. For each industry, three different packaging lines were
developed, varying in color palette, design concept, and textual information. All packaging
prototypes were printed and assembled in physical form to enable a realistic evaluation of their
final appearance and functionality.
The empirical part was based on an online survey conducted on the 1KA platform, which
included 25 questions. Respondents evaluated visual attractiveness, purchase decision,
perceived quality, price positioning, sustainability aspects, and the importance of textual
information on packaging.
The results showed that consumers value packaging differently depending on the industry. In
the food industry, the black-and-white packaging attracted the most attention, while in the
cosmetic and decorative industries, pastel-colored packaging was preferred. Minimalist
designs were perceived across all three industries as products of a higher price range. The
cut-out element proved significant primarily in the food industry, whereas in the cosmetic and
decorative industries, illustrations played a more important role. Textual information was
considered most relevant in the cosmetics industry, followed by food products, and least
important in the decorative segment.
It can be concluded that the combination of visual and verbal packaging elements strongly
influences consumer perception of a product. Visual design plays a crucial role in the first
impression, while textual information enhances trust and purchasing decisions.
|
