TOWARDS SUSTAINABLE PACKAGING: MINIMALISTIC APPROACH IN COSMETIC PACKAGE DESIGN AS A BRANDING TOOL

Abstract

The product packaging has an important function in attracting consumers, persuading them to buy the product, and serving as a vehicle for brand communication. According to statistics 73% of purchasing decisions are made at the point of sale. The two fields design and marketing are inextricably linked so, to create the right packaging for the product, knowledge of the consumer buying behavior is necessary and the role and the impact packaging design elements play at the point of sale. To bridge a gap between perception and reality this study attempts to highlight the important aspects of product packaging and the factors which influence buying behavior. The packaging of cosmetics is the focus of this research. The report focuses to provide a better understanding of consumer behavior towards minimalist design on product packaging and how it adds a competitive advantage to build a successful brand and simultaneously solves the problems faced by the consumers.