Department

Graphic Communication Department

Degree Name

BS in Graphic Communication

Date

3-2013

Advisor(s)

Colleen Twomey

Abstract/Summary

This project explores the relationship between cosmetic packaging, perceived price, quality, and retail environment. Packaging is often how consumers form their first impression of a product. Consumers can identify “high-end” and “low-end” cosmetics based on the items’ packaging using both conscious and subconscious cues. In a retail environment, this can signal a certain level of quality to a consumer.

In addition to extensive research, a survey was conducted on a sample of 16 women over the age of 18 living in southern and central California who regularly use and purchase cosmetics and skincare from low-end and/or high-end retail environments to determine how different packaging affects consumer perceptions.

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