Department - Author 1

Graphic Communication Department

Degree Name - Author 1

BS in Graphic Communication



Primary Advisor

Penny Bennett


The purpose of this study was to investigate consumer perceptions of retro packaging vs. modern packaging. A survey was administered to different groups of people around Cal Poly asking participants which packages they preferred in terms of design and perceived quality. The participants indicated their preferences and then expressed their views freely with an open-ended question.

The results of this study indicated that consumers had a strikingly high favor to modern packaging design over retro in terms of design and perceived quality. There was no difference across generations.

Although retro packaging may look appealing, customers are not likely to purchase it. According to this study, consumers associated retro packaging with being “tacky, outdated, and old”. Packaging companies considering changing their current package and bringing back one of the past need to consider other implications that their designs may bring.