A Study on the Impact of Packaging Design Attributes on Product Categorization among

Consumers

Submitted By-

S.No Name Roll.No

1 Dhruv Goyal I007

2 Aditya Agarwal I017

3 Swapnil Sen I027

4 Somenath Karmakar I037

5 Nav Sharma I047

6 Lithika Shivani M I057

7 Tanishka Sethia Jain I067

Submitted To- Dr. Vishwas Raichur

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 INDEX

Contents Page No.

1. PROBLEM DISCUSSION AND RATIONALE 3

2. RESEARCH OBJECTIVES 3
3. RESEARCH METHODOLOGY 4
3.1 Research Design 4
3.2 Sample and Procedure 5
3.3 Sample method 6
3.4 Projective Technique Design 6
4. Data Analysis 7
4.1 Colour 7
4.2 Typography 9
4.3 Visual Complexity 11
4.4 Overall Analysis 12

5. FINDINGS 13
6. CONCLUSION 14
7. BIBLIOGRAPHY 15
7.1 Images 15
7.2 Papers 16
7.3 Population Information 17
8. EXHIBITS AND APPENDICES 18
8.1 Images Used in Picture Sorting 18
8.2 Interview Transcription 19
8.3 Questionnaire 21

1. PROBLEM DISCUSSION AND RATIONALE

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 Within the ever-changing realm of consumer behavior and market trends, packaging
design is a critical factor in shaping consumers' perceptions about products and
impacting their purchase intentions and decisions. However, understanding the specific
ways in which different product packaging design attributes like color scheme, visual
complexity and typography elements impact a consumers' ability to categorize products
into distinct segments such as Luxury, Eco friendly, Affordable and Outdated remains
unexplored.

This research study aims to address the above-mentioned gap by investigating the
impact of certain packaging design elements on consumer’s perceptions and
categorization. This becomes crucial as businesses work towards creating unique brand
identities and improve product exposure, guiding their marketing strategies and product
positioning efforts in dynamic consumer markets. Through our findings, we aim to fill
this knowledge gap and help businesses design packaging which resonates with their
target audience and reflects their brand image and values accurately.

2. RESEARCH OBJECTIVES

1. To analyze the impact of certain packaging design elements on consumer’s perception

of products and categorization into Luxury, Eco Friendly, Affordable and Outdated.

2. To investigate how different color schemes (e.g., white and brown, black and golden,
white and yellow, brown and orange etc.) are associated with categorization into
Luxury, Eco Friendly, Affordable and Outdated.

3. To assess the effect of different typography styles (e.g., small and fancy, large and
fancy, small and simple etc.) on consumer’s categorization of products as Luxury, Eco
Friendly, Affordable and Outdated.

4. To explore how the visual complexity of different packaging designs (e.g., heavy text

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 and no image, large floral print, dotted pattern and no image etc.) impact its perception
as a luxury, Affordable, Outdated or Eco-Friendly product.

3. RESEARCH METHODOLOGY

3.1 Research Design

This research aims to understand the impact of packaging design attributes on product
categorization among consumers. In order to collect data, individual interviews from a
select sample of people were taken using the projective technique. Similar approach was
deployed via questionnaire to analyze at mass. Projective techniques allow respondents
to project their subjective or true opinions and beliefs onto other people or even objects,
in this case, packaging boxes.

The interviews were conducted online through Google meet for the purpose of
convenience and saving time. Images of various packaging designs were shown to the
respondents since it would be more economical as compared to physically conducting
the research. The questionnaire was widely circulated to reach to the mass at most.

3.2 Sample and Procedure

Interview

The sample of 25 people was divided into three categories on the basis of age, namely:
Category 1: 15-24 years
Category 2: 25-54 years
Category 3: 55-64 years
Sample calculation: In order to deduce the number of required respondents from each

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 age group, we used the ratio derived from Index Mundi which lays out the percentage of
people from each age group belonging to the Indian population.

15-24 years: 232,163,311 people

25-54 years: 551,117,986 people
55-64 years: 104,891,855 people
Total = 888,173,152 people

Calculating ratios:
Ratio C1 = 232,163,311/888,173,152 ≈
0.27 Ratio C2 =
551,117,986/888,173,152 ≈ 0.62 Ratio
C3 = 104,891,855/888,173,152 ≈ 0.11

Hence, based on the above values we calculated the number of people to interview
from each age group using the ratios.

Sample: 25 people
C1 (Age group of 15 – 24): 0.27 x 25 ≈ 7 people
C2 (Age group of 25 – 54): 0.62 x 25 ≈ 15 people

C3 (Age group of 55 – 64): 0.11 x 25 ≈ 3 people

As mentioned above, the interviews for each individual were conducted online through
the Google meet application. Firstly, a screening test was conducted to identify the
demographics of the respondents. After their name, age and gender was noted, multiple
packaging designs having different types of colors, typography and visual complexity
were displayed along with 4 categories to choose from: Luxury, Eco-friendly, Outdated,
Affordable. Each respondent chose what they felt was the most apt for each design and it
was noted down.
Questionnaire

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 The Questionnaire was distributed using online means such as corporate connect
platforms like LinkedIn and personal contacts on WhatsApp. The response rate identified
was 81% (324 responses of 400). The questions in the questionnaire were exactly the
same as asked during the interview process.

Stratified sampling approach was again utilized to maintain uniformity (if any) between
the results of Interview and questionnaire.

3.3 Sample Method

Stratified random sampling has been used for this research, and can be observed by division of
the whole sample population into different sub-groups called strata. The sub groups studied are
namely C1, C2 and C3.

3.4 Projective Technique Design

Picture sorting which is a type of image association was utilised as the projective technique. It
involves the participant sorting through multiple pictures (non-verbal stimulus) and them
verbalising their thoughts in a more abstract way. In our research we conducted picture sorting
through a Powerpoint presentation of different packaging materials.

4. DATA ANALYSIS

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 4.1 Color

Survey Result Interview Result

Ecofriendly Eco-friendly
Muted Green Muted Green
Bright Green Bright Green
Brown
Brown
White
White Light Pink
Light Pink Black
Black White & Brown
0 2 4 6 8 10 12 14
White & Brown
0 50 100 150 200 250 Eco-friendly

Affordable A ff ordable
White & Brown Brown & Green
Black Pink & Green
Light Pink Dark Pink & Purple
White White & Yellow
Brown Black & Gold
Bright Green Brown & Orange
Muted Green

13% 8%
4%
6%
White & Brown Brown & Green
14% 5%
Black Pink & Green
Light Pink Dark Pink & Purple 1%
White White & Yellow 6% 16%
Brown Black & Gold 9%
Bright Green Brown and Orange 9%
11%
Muted Green

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 From the above graphs, the following can be interpreted –

a) It can be observed that shades of green as well as brown are associated with
Ecofriendly in both Interview and Survey results
b) It can be observed that color like Bright green, Pink and white & Yellow are largely
associated with affordable in both Interview and Survey results
c) .
d) In the Luxury segment, it can be clearly observed that Black as well as combination of
Black and Gold have highest number of responses.

Category Mostly chosen Frequency Frequency

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 (Interview) (Survey)

Luxury Black and Gold 19 217

Eco-Friendly Muted Green 13 200

Outdated White 14 193

Affordable Bright Green 17 49

The above table depicts the exact number of mostly chosen option amongst the given options.

4.2 Typography

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 From the above graphs, the following can be interpreted –

a) It can be observed that large and simple as well as small and fancy are associated with
Ecofriendly in both Interview and Survey results
b) It can be observed that small and simple is largely associated with affordable category
in both interview and survey results
c) .
d) It can be noted that small and fancy as well as small and simple can be associated
with Luxury category in both interview and survey results

Category Mostly Chosen Frequency Frequency

(Interview) (Survey)

Eco-friendly Large and Simple 25 455

Luxury Small & Fancy 300 30

Outdated Small & Simple 31 354

Affordable Small & Simple 38 457

The above table depicts the exact number of mostly chosen option amongst the given options.

4.3 Visual Complexity

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 From the above graphs, the following can be interpreted –

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 a) Minimal & No images is a clear winner in all the 4 categories namely Luxury, Eco-
friendly, Outdated and Affordable.
b) Point of difference between Survey and interview is observed in the Eco-friendly
category wherein Minimal and No images was not selected by any of the interviewee
whereas highest number of responses were observed in the case of survey in Minimal
and No images category.

Category Mostly Chosen Frequency Frequency

(Interview) (Survey)

Luxury Minimal & No images - 302

Eco- Minimal & No images 38 301

friendly

Outdated Minimal & No images 26 305

Affordable Minimal & No images 34 338

The above table depicts the exact number of mostly chosen option amongst the given options.

4.4 Overall Analysis

Category Colour Typography Visual Complexity

Luxury Black & Gold Small & Fancy Minimal & No Images
Eco-friendly Muted Green Large & Simple Minimal & No
images

Outdated White Small& Simple Minimal & No images

Affordable Bright Green Small & Simple Minimal & No images

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 5. FINDINGS

Examining respondents' responses across distinct product categories—luxury, outdated,

eco- friendly, and affordable—reveals insightful patterns in colour, typography, and
visual complexity preferences.

In the luxury category, respondents overwhelmingly associated a black and gold colour
palette as the epitome of opulence, with black alone receiving considerable attention.
Typography preferences for luxury products leaned heavily towards small and fancy
fonts, emphasizing intricacy and sophistication. Visual complexity preferences
highlighted a strong association with minimal and no images, with additional
appreciation for subtle artistic elements like abstract monochromatic art and dainty leaf
prints.

Turning to outdated products, respondents predominantly linked them with white

colour, emphasizing simplicity and neutrality. Typography preferences revealed a
notable trend towards smaller and simpler fonts, reflecting a preference for
straightforward communication. Visual complexity associations leaned towards minimal
and no images, emphasizing a clean and uncluttered aesthetic.

For eco-friendly products, respondents demonstrated a preference for earthy tones, with
Muted green and brown leading colour associations. Typography preferences in this
category showcased a balanced liking for both large and simple fonts. Visual
complexity preferences highlighted an appreciation for minimal and no images.

In the affordable category, colour associations favoured bright green, emphasizing

simplicity and vibrancy. Typography preferences strongly leaned towards small and
simple fonts, aligning with the perception of affordability and accessibility. Visual
complexity preferences in affordability mirrored those of luxury, emphasizing
minimalism and straightforward design.

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 6. Conclusion

In conclusion, this study has provided us with valuable insights into consumer
perceptions of product packaging across different categories, such as: Luxury, Eco-
friendly, Outdated and Affordable. We gained a deep understanding of the nuanced
factors that influence consumer purchase decisions and impressions regarding product
packaging through detailed analysis of respondents’ preferences regarding colour, visual
complexity, and typography.

The findings through the comprehensive study of the data collected highlight the
importance of packaging design elements in shaping consumer perceptions and brand
associations. Certain colour palettes, typography styles and visual complexity
preferences across different product categories emerged as key drivers of consumer
preferences and brand perceptions.

Through these insights, we can derive actionable recommendations for manufacturers,

marketers and product designers so that they can optimize their packaging design and
strategies to be in line with consumer expectations and preferences. By leveraging the
benefits of tailored packaging designs to certain product categories, brands can enhance
their differentiation, brand recall, consumer engagement as well as loyalty.

Moreover, this research emphasizes on the significance of continuous consumer

engagement and feedback mechanisms to adapt packaging strategies according to the
changing consumer preferences and market trends. By anchoring to such consumer
insights and market dynamics, brands can stay ahead of competition and maintain a
competitive edge in the ever-evolving marketplace.

Overall, this study has effectively explored the complex relationship between packaging
design strategies and consumer perceptions, thus providing a base for informed decisions
and calculated brand positioning strategies in today’s competitive landscape.

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 7. BIBLIOGRAPHY

7.1 Images

99designs. (n.d.). "Design 1837s Vintage Candle & Soap Box" winning Product packaging by
ljubica87. Retrieved from https://99designs.com/product-packaging-design/contests/design-
vintage-candle-soap-box- 844154?
epik=dj0yJnU9a3Bob3IzYW9ETlExQ0k0UWJ1MjlfbWRxT2FxWnViTW0mcD0w
Jm49eXd0bjFTZjFpelBHdDhVbXhaampMUSZ0PUFBQUFBR1hBWVhB

Behance. (n.d.). Retrieved from https://www.behance.net/gallery/95096645/Flower-Box

Boxboxboxx. (2012, November 28). boxboxboxx. Retrieved from

https://boxboxboxx.tumblr.com/post/36748834027/atlas-lightbulbs-i-dont-know-where-i-got-
them

Close-up em square box mockup isolado | PSD Premium. (2020, December 15). Retrieved
from https://br.freepik.com/psd-premium/close-up-em-square-box-mockup-
isolado_11665477.htm?epik=dj0yJnU9bGtVV2kzZ2J2bEIybzhKQTRHNmFNM1U3VXhK
N1U3LWYmcD0wJm49V2U3emJMT0RoVGhHWjRuaV9BaTFaUSZ0PUFBQUFBR1hBW
WZZ

CoLtd, S. H. P. a. D. (n.d.). Wholesale candle packaging boxes carton custom make-up box
skin care folding square packing box. Retrieved from https://www.holidaypac.com/cosmetic-
boxes/Square-Cosmetic-Packing-Box.html

Faisal, M. (2019, July 13). Free PSD Mockups: 31 Realistic Photoshop Mockup | | Graphic
Design Junction. Retrieved from https://graphicdesignjunction.com/2019/07/free-psd-
mockup-download/

M, A. (2020, September 18). Creative tea packaging design inspire sales. Retrieved from
https://www.designerpeople.com/blog/packaging/creative-tea-packaging-design/

Mockups, G. (2019, June 13). Free Cube Square Box Packaging Mockup PSD Set - Good
Mockups. Retrieved from https://goodmockups.com/free-cube-square-box-packaging-

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 mockup-psd-set/

MockupVision. (2019, January 15). Hanging Square Box Mockups V1. Retrieved
from https://graphicriver.net/item/hanging-square-box-mockups- v1/23146832?
irgwc=1&clickid=VoHx5S1iqxyPTcoW4S0Fr0hoUkHwBNSJZQwG1M0&ira
did=275988&irpid=1244576&iradtype=ONLINE_TRACKING_LINK&irmptype=mediapart
ner&mp_value1=&utm_campaign=af_impact_radius_1244576&utm_medium=affiliate&utm
_source=impact_radius

Portfolio: Services: Print: package | The Vivere Design Team. (n.d.). Retrieved from
https://www.viveredesign.com/portfolio/package

Wild Folk Beverages is a Free-Spirited and Non-Alcoholic take on cocktails. (n.d.). Retrieved
from https://thedieline.com/blog/2022/3/30/wild-folk-beverages-is-a-free-spirited-and-non-
alcoholic-take-on-cocktails

7.2 Papers

Alervall, V. (2013). Perspectives on the Elements of Packaging Design : A qualitative study on

the communication of packaging. Retrieved from https://www.diva- portal.org/smash/record.jsf?
pid=diva2%3A830523&dswid=1629

Rundh, B. (2009). Packaging design: creating competitive advantage with product packaging.
British Food Journal, 111(9), 988–1002. https://doi.org/10.1108/00070700910992880

Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: a conjoint analysis
approach. European Journal of Marketing, 41(11/12), 1495–1517.
https://doi.org/10.1108/03090560710821279

Suci, A., & Wang, H. (2023a). Can whimsically cute packaging overcome young consumer
product unfamiliarity? Marketing Intelligence & Planning, 41(5), 574–592.
https://doi.org/10.1108/mip-05-2022-0201

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 Suci, A., & Wang, H. (2023b). Can whimsically cute packaging overcome young consumer
product unfamiliarity? Marketing Intelligence & Planning, 41(5), 574–592.
https://doi.org/10.1108/mip-05-2022-0201

Vyas, H. (n.d.). Packaging design elements and users perception: a context in fashion
branding and communication. Retrieved from https://repository.rit.edu/japr/vol7/iss2/5/

Wang, R. W. Y. (2010). The comprehension modes of visual elements: how people know
about the contents by product packaging.
Retrieved from https://www.semanticscholar.org/paper/The-Comprehension-
Modes-of-Visual-
Elements%3A-How-the-Wang-Chou/85ecd20fce42b90c7c17ca8f15f8ebe98e4f4c01

7.3 Population Information

India Age structure - Demographics. (n.d.).

Retrieved from https://www.indexmundi.com/india/age_structure.html#:~:text=Age
%20structure%3A%200- 14%20years%3A%2026.31%25%20%28male
%20185%2C017%2C089%2Ffemale%20163
%2C844%2C572%29,and%20over%3A%206.72%25%20%28male%2042%2C054%2C459
%2Ffemale%2047%2C003%2C975%29%20%282020%20est.%29

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 8. EXHIBITS & APPENDICES

8.1 Images Used in picture sorting

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 8.2 Interview Transcript for C2 category

Interviewer :
Okay. Hello. So thank you for taking out your time to be here today. So this is
basically for our marketing research project. And the aim is to understand how
packaging design elements, such as color design, typography, etc, affect
consumer preferences in four different categories. So before we start, please,
take your name, age, and gender for the study.

Interviewee :
So my name is Mayank and I'm 25 years old and I'm a male.

Interviewer :
Okay, so I'll be showing you a PPT. Basically, you have to go through each
slide. Can you see my screen? Just a second. Yeah. Is it visible right now?

Interviewee :
Yes, it's visible.

Interviewer :
Okay. So, there are four options. And for each slide, when you just look at this
packaging, you just tell me which of the four you think fits the description of
the packaging the most. So this is the first one you can go ahead.

Interviewee :
Eco – Friendly

Interviewer :
Okay. Number two ?

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 Interviewee :
Again Eco – Friendly

Interviewer:
Okay, this one ?

Interviewee :
Luxury

Interviewer :
Okay, Number 4 ?

Interviewee :
Outdated

Interviewer:
Number 5 ?

Interviewee:
Luxury

Interviewer:
Number 6 ?

Interviewee :
Outdated

…Similar questions till `13th image…………

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 Interviewer : All right. Okay. That's the end of this. Thank you for taking out
your time.

*Interview Ends*

8.3 Questionnaire

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