Impact of packaging design on consumer behavior in cosmetics

Despite the focus of the cosmetics industry on brand and aesthetics, little research examines how packaging design affects buying behavior. This gap is the focus of the present study, which investigates the behavioral responses of packaging elements in the context of cosmetics. The goal of this study is to examine the impact of packaging design on consumer behavior in the cosmetics industries. The study identifies the most important functional and aesthetic attributes of packaging that resonate with consumers, shape their preferences, and affect their actual purchasing decisions. This study also aims to shed light on how businesses can strategically utilize packaging to enhance customer engagement and sales by exploring the interaction between design attractiveness as well as material quality.To gather this study, we created a survey for people aged 15-28. The survey concentrated on packaging design on consumer behavior. Most people preferred characteristics such as aesthetic design and sustainability. 76% of the respondents were teenagers who were affected by the visual aspect and social media in buying choices. Packaging design strongly influenced Sharjah’s youth, affecting both their brand perception and buying choices. Aesthetics and TikTok played a major role, while price remained important. Eco-friendly, appealing packaging added extra value to products.