Honors College Theses

Publication Date

3-31-2024

Major

Marketing (BBA)

Document Type and Release Option

Thesis (open access)

Faculty Mentor

Lindsay Levine

Abstract

In order for companies to be more effective in reaching their target market amongst growing competition, they must successfully construct their product’s packaging to appeal to the consumer’s eye and demonstrate their desired qualities. With packaging design aesthetics falling into the two categories of minimalism or maximalism, a relationship may be established between the design aesthetic and the perceptions a certain design imposes. This thesis will conduct an experimental design with fabricated product mockups exemplifying minimalism and maximalism designs in personal care and prepackaged food products. These designs will be evaluated by respondents for different perceptions based on the first impression of the products. The goal of every company is to make a profit and one of the most crucial steps to achieving this goal is to send the right message to consumers. Investigating the possibility of a relationship between minimalist and maximalist packaging designs and its influence on consumer perceptions within the personal care and prepackaged food industries could provide beneficial research to companies about how to effectively design their products’ packaging.

Thesis Summary

This thesis encompasses the impact of product design on consumer perceptions of the brand and products. Specifically, the influence of minimalist and maximalist design on consumer's perceptions of the naturalness of a product, the quality of a product, and the playfulness of a brand. This thesis helps businesses accurately market their products and brands to reflect their core values and efficiently send the desired message to the consumer. While many studies have been done to distinguish the influence of minimalism and maximalism on consumer perceptions, this study aims to differentiate those influences across product categories. Therefore, this study involves fabricated personal care and packaged food products that were utilized as stimuli. The findings supported previous understandings of the influence of minimalist and maximalist designs but also supported the hypothesis that product category matters and perceptions of a product and brand based on design differentiate across product categories.

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Marketing Commons

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