Does Packaging Color Scheme Influence sales in Cosmetic stores?

Presenter Information

Lauren Marie KhouriFollow

Confirmation

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Document Type

Paper

Location

McIntosh Ballroom

Start Date

16-4-2024 2:15 PM

End Date

16-4-2024 6:00 PM

Abstract

This presentation will investigate packaging color schemes between drugstore (E.L.F and L’Oreal) and high-end mascara (Benefit and Too Faced) products. The purpose of this study is to determine if color schemes influence sales.

Three main strategies will be used in order to collect data. Visual exploration using color psychology and moodboards will determine how humans react both consciously and unconsciously to colors, and will provide insight on product standards. In addition to visual exploration I will also be using marketing research to explore both demographics and psychographics to determine who is buying drugstore versus high end mascara products. The final strategy I will use is ethnographic research. Through a self ethnography study, I will familiarize myself with issues relevant to the target audience, gained through primary interaction with the products under investigation.

Ultimately by using visual exploration, marketing research, and ethnographic research I will determine if color schemes influence consumer thinking and purchasing. These results will provide insightful data to product designers to help them further their company’s sales.

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Apr 16th, 2:15 PM Apr 16th, 6:00 PM

Does Packaging Color Scheme Influence sales in Cosmetic stores?

McIntosh Ballroom

This presentation will investigate packaging color schemes between drugstore (E.L.F and L’Oreal) and high-end mascara (Benefit and Too Faced) products. The purpose of this study is to determine if color schemes influence sales.

Three main strategies will be used in order to collect data. Visual exploration using color psychology and moodboards will determine how humans react both consciously and unconsciously to colors, and will provide insight on product standards. In addition to visual exploration I will also be using marketing research to explore both demographics and psychographics to determine who is buying drugstore versus high end mascara products. The final strategy I will use is ethnographic research. Through a self ethnography study, I will familiarize myself with issues relevant to the target audience, gained through primary interaction with the products under investigation.

Ultimately by using visual exploration, marketing research, and ethnographic research I will determine if color schemes influence consumer thinking and purchasing. These results will provide insightful data to product designers to help them further their company’s sales.