Graphic Communication Department
BS in Graphic Communication
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.