Today, it is pretty challenging to imagine a day without social networks. Thanks to their widespread use, social networks have become a central advertising channel. The cosmetics industry is also following suit. In the diploma thesis, we researched the impact of different types of packaging on the audience and how often each type of packaging is included in advertisements. In particular, we were interested in which ads attract the audience the most (and why) and the opinions of advertisers and designers on selected ads - compared to their daily practice. We used several different ads for the research and removed their brands due to their purchasing power. We researched two ways: with a survey questionnaire for a broader audience to analyze which ads are more attractive and whether secondary packaging is also essential. Another way of research is a survey questionnaire for designers and advertisers. This one contained the same questions, but we also discussed the issue with each respondent and substantiated it more broadly. We concluded with guidelines on how and when to place which packaging on the ad.
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