Undergraduate Honors Thesis

Abstract

• In a quantitative research study with 198 participants, this paper examines how minimalist cosmetic package designs influence beauty consumers’ perceptions of product quality, perceptions of product attractiveness, purchase intentions, and how much they are willing to pay for the product compared to more complex cosmetic package designs. The results indicate beauty consumers find more complex package designs more attractive, which may have important implications in terms of quality perceptions and purchase decisions. This study presents important information to marketers and product designers and extends upon package design literature. In concluding the paper, implications for further research are discussed.

Creator

• Matthews, Rachel E

Date Awarded

• 2020-04-10

Academic Affiliation

• Advertising, Public Relations and Media Design

Advisor

• Hopp, Tobias

Committee Member

• Adams, Heather L
• St. John, Burton, III

Granting Institution

• University of Colorado Boulder

Subject

• aesthetics
• consumer response
• design elements
• purchase intent
• minimalism
• cosmetics
• package design
• attitude formation

Last Modified

• 2020-04-16

Resource Type

• Undergraduate Honors Thesis

Rights Statement

• In Copyright

Language

• English [eng]

Relationships

In Collection:

• College of Media, Communication & Information Honors Theses

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