Design elements in packaging

Abstract

This dissertation investigates whether package design has an effect on consumer perception of the product and buying habits in its regard. A review of literature examines the characteristics for ideal packaging and how design elements are applied to maximise their appeal on the consumer. For the purpose of this study, the package designs of Cisk Lager and Cisk Export were used as an example of the topic to examine to test people's perception of beer packaging. Semi-structured interviews and focus group discussions were used to see whether the intentions of the marketing manager and graphic designers tallied with people's perception of beer packaging, and how this perception influenced the consumers' buying behaviours. The participants' positive perception of a package did not necessarily result in the purchase or a product. In the case of beer, taste and price were also found to be important factors which affect people's purchasing decisions.