In today's food industry, packaging design is a key component of marketing strategies. It not only safeguards the products but also acts as a powerful tool for communication, playing a crucial role in shaping brand identity and influencing consumer behavior. This research delves into how packaging elements and visual design impact consumer purchasing decisions and perceptions, with a focus on HOFER's own brands. The study is divided into two main parts; theoretical and empirical. The theoretical segment involves thorough research on packaging and visual design to lay the groundwork for the empirical phase, where data on consumer perceptions and preferences regarding different packaging designs and color schemes are gathered through surveys. The analysis of the research findings reveals that colors and design elements significantly influence how products are perceived. Certain colors can trigger strong emotional responses that may sway purchasing choices positively or negatively. Notably, the study highlights that sustainability is a key concern for participants, indicating that eco friendly packaging materials play a pivotal role in their purchase decisions. These findings emphasize the importance of carefully selecting colors and design elements to effectively shape consumer behavior.
Date of Award | 2024 |
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Original language | German (Austria) |
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Supervisor | Magdalena Jetzinger (Supervisor) |
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Verpackungsdesign und Farbgestaltung in der Lebensmittelbranche: Die Auswirkungen von verpackungsspezifischen Elementen und Farben auf die Kaufentscheidung und Produktwahrnehmung am Beispiel von HOFER Eigenmarken
Ghaderi, M. (Author). 2024
Student thesis: Bachelor's Thesis