An investigation on the perception of skin care packaging design targeted to youth in a local context

Abstract

The object of this dissertation is to explore and investigate the effects of package design elements on the attitudes and behaviour of the consumer. Package design as a form of communication was explored to test the hypothesis by analysing the package design elements and how if influences the consumer and the consumer’s perceptions. This study takes a qualitative approach, where, by means of mini focus groups and an in-depth interview conducted, participants’ thoughts, opinions and experiences, were explored resulting in an in-depth study. In order for participants, to visualize how such changes in package design elements may be made, re-designs were produced through means of graphical design programmes and the use of imagery. The findings show consumers acknowledging packaging both as a marketing tool and as an influential factor in the consumer process. Respondents also exhibited increased interest towards the imagery incorporated, as they acknowledge the power of imagery in package design. Other package design elements were brought to light, and agreed to have been an effective means of advertising. Other findings brought to light in the study, were related to the cultural element incorporated in package designs. Participants exhibited their subject characteristics towards a culturally reproduced package design, and the positive effect it has on their perception towards the brand.