CHAPTER TWO.docx - CHAPTER TWO 2.0 LITERATURE REVIEW 2.1 Introduction In the previous chapter a background into the study of the effect of product

CHAPTER TWO.docx - CHAPTER TWO 2.0 LITERATURE REVIEW 2.1...

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CHAPTER TWO 2.0 LITERATURE REVIEW 2.1 Introduction In the previous chapter, a background into the study of the effect of product packaging on consumer choice of cosmetic brands was outlined. In this chapter, a literature based analysis will be undertaken to understand the concepts that define the research problem earlier stated. First will be an assessment of the content of each specific research objective; the aspect of package graphics with respect to colour and artwork, the aspect of package dimensions with regard to design and shape and the aspect of the informational content on the package, with great bearing on the label component. Lastly, an illustration of the conceptual framework in focus of this research. 2.2 Influence of the Graphical Aspect on Consumer Choice Several articles reviewed give close relation to colour and artwork as the two main graphical aspects of a product’s package. This relation has made it difficult to analyse these two spheres independently and so this review will attempt to separate the two, though not entirely.
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  • Spring '12
  • CARSON
  • Psychology, Unit load, Packaging and labeling

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