Packaging as a Branding Tool in Cosmetic Industry. Consumer Perception vs Reality

Abstract : As a crucial branding and marketing tool at the point of sale, packaging design has a big impact on consumer perception and purchase decisions in the cosmetics industry. The importance of aesthetically pleasing and useful packaging has increased in the Indian cosmetics market due to growing awareness of health, aesthetics, and lifestyle. According to the study, packaging components like colour, shape, material, and typography have a significant impact on consumer trust, brand image, and impulsive purchasing behaviour. Visual cues predominate in decision-making because cosmetic purchases frequently involve minimal consumer involvement. According to the study's findings, packaging design that is in line with consumer expectations and incorporates feedback improves brand perception and gives businesses a competitive edge.