Ikkyung SUNG / Journal of Industrial Distribution & Business Vol 12 No 3 (2021) 21-29 21

Print ISSN: 2233-4165 / Online ISSN 2233-5382

JIDB website: http://www.jidb.or.kr
doi:http://dx.doi.org/10.13106/jidb.2021.vol12.no3.21

Interdisciplinary Literaure Analysis between Cosmetic Container Design

and Customer Purchasing Intention

Ikkyung SUNG1

Received: January 24, 2021. Revised: February 28, 2021. Accepted: March 05, 2021.

Abstract
Purpose: The cosmetic industry is one of the significant sectors of the economy that has attracted a wide range of players due to the fast
growth rate. The purpose of this research is to identify the effect of container design in influencing consumer purchase intention, pulling
together collected textual data regarding two factors. No other research conduct to measure this relationship. Research design, data
and methodology: Using web data searching tools, the present researcher coded the data obtained. The web content analysis platform is
useful because it allows a researcher to examine themes in texts and, in a way, allows an ideal way to understand links within categories
of data. Results: Different components of container design have different impacts on the purchase behavior of different consumers. The
most crucial container design components include; shape, color, material and textual, and artistic features. These components are used
by designers for different purposes and have different levels of appeal to the consumer. Conclusions: Manufacturers in the cosmetic
industry must invest in designing packaging products that are more appealing in shape and color while using high-quality materials to
packaging these products. The packaging containers should also be designed to incorporate textual and artistic features that provide
more information regarding the products.

Keywords: Customer Behavior, Firm Strategy, Cosmetic Container, Theoretical Methodology

JEL Classification Codes : D11, L10, L15

1. Introduction12 marketing strategies as they sell their products to determine

the consumer’s ability to give preference to the products
The cosmetic industry is one of the significant sectors of (Salim Khraim, 2011). For a consumer to buy a product,
the economy that has attracted a wide range of players due they must be convinced beyond a reasonable doubt that the
to the fast growth rate. With women as the primary target of product is significant in providing a solution to their
cosmetic products, organizations have taken significant challenges; hence will be beneficial to them. Cosmetics
strategies to ensure that their products can appeal to comprise a wide range of health and beauty products used
consumers’ wider demography, hence gaining dominance to improve a person’s appearance. This makes the products
within the cosmetic industry (Lourenço-Lopes et al., 2020). a necessity to most women who work in different sectors of
Different organizations specialize in the manufacture of the economy (Rábová, 2015).
different cosmetic products. However, the organizations’ Marketing strategies are developed to improve
consumer purchase behavior by drawing their attention to
various products (Yi, & Su, 2014). Due to the competitive
1 First and Corresponding Author, Ph.D student, Cosmetics nature of the economic sphere, different marketing
inventive design, Anyang University, strategies have been devised by organizations to ensure that
E-mail: [email protected] they can attract a wide range of consumers to their products.
ⓒ Copyright: The Author(s) There are multiple factors that are likely to attract the
This is an Open Access article distributed under the terms of the Creative Commons
Attribution Non-Commercial License (http://Creativecommons.org/licenses/by-nc/4.0/) consumer towards a particular product. The first thing that
which permits unrestricted noncommercial use, distribution, and reproduction in any
medium, provided the original work is properly cited.
attracts the consumer is the appearance of the product. A
22 Interdisciplinary Literaure Analysis between Cosmetic Container Design and Customer Purchasing Intention

product has to be appealing for it to gain the interest of the especially in the cosmetic industry, plays a crucial role in
consumer. People are naturally attracted to products that influencing consumer purchase behavior. The cosmetic
look good. Another significant factor that attracts the industry deals primarily with beauty products. Thus, the
consumer o the product is the usefulness of the product. container used to package the beauty product is crucial and
People buy products to solve some of the challenges that creates a significant first impression on the buyer of the
they face. For this reason, the consumer must be convinced product. When the design features of a product’s packaging
of the effectiveness of the product in solving these are appealing, it is likely to create the impression that the
challenges. Therefore, it is common to find people buying product that has been packaged within the container is of
products based on referrals from other people who have great quality (Ampuero, & Vila, 2006). Packaging of
used the products and found them useful in solving some of products is a necessity for any organization due to multiple
their challenges (Singh et al., 2020). Consumers also reasons. To begin with, it is crucial to facilitate the safety of
consider the safety of products before buying the products. the product. Different cosmetic products are likely to get
This is most common for cosmetic products, especially due contaminated when exposed to various conditions of the
to these products’ perceived side effects, which may have environment. For this reason, most companies package their
severe consequences on the user. For this reason, marketers products for safety reasons. However, while this function of
must be able to provide this information to the consumer to the packaging is crucial, it is significant to develop
convince them of the superiority of the products. appealing packaging designs to ensure that there is an
While these marketing strategies have been explored in added advantage to the packaging used for the products,
recent years by various organizations, organizations have especially since the packaging container design can b,e
explored other strategies to attract the attention of the used as a marketing strategy for the product (Ampuero, &
consumer. One of the significant strategies that most Vila, 2006).
organizations have integrated into their marketing plan, In their study, Riaz et al. (2018) used a sample of 200
especially in the cosmetic industry, is container design. The participants from two cities. They relied on a self-develop
container’s design is determined by various features that scale consisting of thirteen items to establish the correlation
have been integrated into the container to give it a unique between the cosmetic packaging and consumer purchase
and distinctive outlook (Tajeddini, & Nikdavoodi, 2014). intention. A pilot study was used to establish the correlation,
This unique outlook differentiates it from other product which explored the thirteen items on the self-developed
containers within the market so that one can identify the scale. The researchers established that the packaging
brand of a product by simply looking at the appearance of containers’ spec iris features were crucial in the
the container. This paper explores the effect of container development of the consumer’s interest in a product.
design in influencing consumer purchase intention for Though different consumers were attracted to different
different cosmetic industry products. container features, it was evident that the different designed
features were crucial in establishing the consumer’s
purchase intention (Nguyen, Nguyen, & Vo, 2019). The
2. Literature Review researchers also realized that some design feature was more
significant in establishing consumer purchase behavior than
2.1. Visual Elements others. For instance, most women were attracted to
romantic and lovely packaging designs. This can be
The attraction of a consumer to a product depends on attributed to the fact that such packaging designs are likely
how they perceive the product. This perception is based on to get associated with beauty. Moreover, women were also
what they see as the external appearance of the container. attracted to cool and classy design packaging containers
received as a symbol of class (Riaz et al., 2018).
2.1.1. The Effect of Product Packing
2.1.2. Significant Features
While various factors influence purchase intention,
The role of visual elements in marketing is one of the
most consumers have admitted in recent years that the
significant areas that has been explored by researchers to
packaging of a product is crucial in attracting their attention
establish ways of improving the qualities of products to
towards the product (Alhamdi, 2020; Kim, Kireyeva, &
increase their appeal to the consumer. Mohamed, Medina &
Youn, 2014). The effect of packaging on consumer
Romo (2018) suggest that visual elements play a crucial
purchase behavior has been an area of significant research
role in facilitating various products, especially in the
that has enabled various organizations to invest more in
fashion and beauty industry. Cosmetics are a beauty
research that enables them to find creative designs for
product widely used by women worldwide to improve their
product packaging to attract the consumer’s attention.
physical appearance. Due to the high demand for cosmetic
According to Riaz et al., 2018), the packaging of a product,
 Ikkyung SUNG / Journal of Industrial Distribution & Business Vol 12 No 3 (2021) 21-29 23

products, resulting from the significantly high population of they rely on quantitative research methods and secondary
women worldwide, multiple organizations have invested in research studies to derive information on the topic. The use
the production of different types of cosmetic products to of quantitative research is significant as it allows for the
meet the needs of the consumer. However, for the consumer provision of first-hand information on the correlation.
to gain access to these products, they must be attracted to However, the sample used for the studies limits the scope as
the products. For this reason, the outward appearance of the the participants mostly involve people from a specific
packaging containers of the beauty products plays a crucial geographical area, thereby exposing the research to
role in determining whether the consumers will be attracted challenges that may be associated with a form of bias on the
towards the product. Before a consumer seeks more details part of the researcher. Multiple gaps have been identified in
about a product’s specifications, they must have first been the study. For instance, while the studies explore how the
able to identify the product. This attraction is facilitated by cosmetic container design impacts the consumer’s purchase
the characteristics of the packaging used for the products, behavior, they do not provide a detailed analysis of the
such as the color, shape, and artistic representation of the different aspects of the container design that have the most
container (Mohamed et al., 2018). impact on the consumer purchase behavior. Moreover, very
In their study, Mohamed et al. (2018) surveyed 130 few characteristic features of the container design have
female participants to establish some of the crucial factors been explored in the studies, making the studies appear
influencing their purchase behavior for cosmetic products. superficial. Moreover, the studies are only focused on the
The research methods used were quantitative, which impact of packaging design on the purchase behavior of
included surveys and a questionnaire tool that included female consumers which brings out the perception that
questions aimed at determining the study’s objectives. male consumer do not purchase cosmetic products. The
Secondary research materials were also considered in the presence of gender bias in the study is a limitation as the
study to be provide insights on the topic. The study researchers cannot provide evidence that the same features
established that the consumer’s purchase behavior was of product design that have been explored have similar
greatly affected by the visual elements on the containers effects on the purchase behavior of male consumer. For this
used for the packaging of various products. The primary reason, further studies should be carried out to establish
elements of the packaging container identified as the most whether the effects are similar for male consumers (Folkes,
significant visual aspects include color, shape, and material & Matta, 2004).
of the container. Color is one of the significant
determinants of human perception since different colors are
likely to develop different moods among consumers
(Chiang, & Yu, 2010). For instance, the blue color is often Visual Elements
sociated with a calm mood hence is likely to appeal to wide
demography of consumers. While considering the role of
color in the development of human perception on various The Effect of Product
products is crucial, it is also important to consider that the
Packing
color used must be relevant to the product being sold. The
container’s shape is another significant feature that was
identified as a cause for attraction for the consumer towards Significant Features
the product. Different shapes are likely to appeal to (Shape and Color)
different consumers (Folkes, & Matta, 2004). However, the
use of unique and eye-catching shapes is significant in
bringing out the curiosity in the consumer as they will want
to establish the reason being the use of that particular shape Figure 1: The Overview of Qualitative Textual Approach
in packaging the product. Materials used for the packaging (Created by the present author)
also play an integral role in determining whether the
consumer will be attracted to a particular container. The use
of sophisticated materials for packaging introduces the 3. Method
element of class to the container and is, therefore, likely to
attract consumers from a higher social class. It also The present researcher has used qualitative coding
develops the perception that the products packaged in the implements to analyze and interpret the data obtained with
container are of high quality hence will be able to meet the a PRISMA declaration for analytical purposes. Qualitative
consumer’s needs. research is essential in studying since information value
The studies’ strength can be attributed to the fact that includes comprehensive integrity, transferability, reliability,
24 Interdisciplinary Literaure Analysis between Cosmetic Container Design and Customer Purchasing Intention

and conformity. Consequently, no confirmation, refutability, author could present the findings which suggest to boost
or logical integrity must be included in the data collected. customer purchase intention in the cosmetic retail store. For
The analysis deals with a broad knowledge of a topic, practitioners who would like to apply marketing strategy
which helps broaden an understanding of a problem, as theories, the following. For modern managers seeking to
noted in the previous report. The present author has align business priorities with cosmetic products, the present
attracted the study of (Han, & Kang, 2020) which was well- author presents the following main subjects as a critical
written to provide theoretical solutions from the prior solutions for enhancing consumer purchase pattern (Woo,
literature and indicated that qualitative study using & Kang, 2020).
numerous prior literature review is enough to give
thoughtful implication and discussion to other researchers.
Using Web QDA (Qualitative Data Analysis) online 4. Results of Theoretical Analysis
tools, the present researcher coded the data obtained. The
web content analysis platform is useful because it allows a From the studies explored in the literature review section,
researcher to examine themes in texts and, in a way, allows
it is evident that container design is a crucial feature in
an ideal way to understand links within categories of data.
influencing the consumer's purchase intention. For this
The researcher, therefore, identified different groups and
reason, the vast magnitude of research can be used to
then identified emerging topics from the textural data.
develop ways of improving the characteristic features of the
Qualitative research is inductive, so the primary purpose of
packaging container of cosmetic containers to ensure that
the study of content analysis was to determine the things
there are more appealing to the consumer. Based on the
and current issues that would help provide answers for the
studies, different components of container design have
present research. However, past researchers addressed that
different impacts on the purchase behavior of different
the difficulty of content analysis is "differentiating between
consumers. Some of the most crucial container design
the level of abstraction and the degree of interpretation,"
components include; shape, color, material and textual, and
which raises the lack of qualitative data trustworthiness. By
artistic features. These components are used by designers for
demonstrating the rationale of how the study classified
different purposes and have different levels of appeal to the
themes and categories, the investigator restricted this risk
consumer. The impact of the design components on
(Kang, & Hwang, 2018; Queirós, Faria, & Almeida, 2017).
consumer purchase behavior can be attributed to the fact that
visual elements play a crucial role in developing the
consumers' perception of the product (Nguyen, Nguyen, &
Vo, 2019).
Color is a significant component of art that has been
used since time immemorial to develop perception. Different
Content colors appeal to different people in varying ways as people
Method are likely to associate the colors with different aspects of
their life (Chitturi et al., 2020). For this reason, the
perception that one color creates on one person may vary
from that of another person. One of the significant reasons
why color is used in art is that it attracts the viewer's
attention towards the painting. This role of color plays a
crucial in determining the consumer's purchase behavior in
the cosmetic industry (Patil, 2012). However, different
shades of color have different abilities in attracting the
Figure 2: The Overview of Qualitative Textual Approach attention of a person. It is therefore significant that bright
(Created by the present author) colors are used in the manufacture of cosmetic containers.
When manufacturing these containers, research must be
The results which obtained from theoretical approach carried out to identify the target market's preference since
are analyzed with an organized review approach. To collect people give different meanings to different colors (Rathee,
the suitable data, the author tried to obtained the extant & Rajain, 2019). For instance, though conspicuous, the red
literature regarding the marketing plan for cosmetic color is often associated with danger hence may not be
container. The author also obtained textural data which effective in designing a cosmetic container. However, colors
associates with the possible solution through the Web such as blue and green are often associated with calm
datasets (mostly peer-reviewed work). The suitable situations hence are likely to be more effective for designing
strategies for marketers were figured out and after that, cosmetic containers.
 Ikkyung SUNG / Journal of Industrial Distribution & Business Vol 12 No 3 (2021) 21-29 25

A container's shape is another significant feature that the material used for packaging is only relevant due to the
most consumers are likely to consider when purchasing safety of the product (Makkar, 2009). Different cosmetic
different products. Like color, people are likely to get products are likely to get contaminated when exposed to
attracted to different types of shapes they find appealing. various environmental conditions. For this reason, the
Therefore, it is significant that the manufacturers come up packaging material is crucial to ensure that the products do
with unique designs when developing packaging containers not get contaminated and are therefore not hazardous to the
for cosmetic materials (Karedza, 2017). For instance, consumer. The nature of use for cosmetic products is crucial
common shapes have often been used to create different as they are applied in different parts of the body and are
types of packaging containers. When a new design emerges, likely to have significant side effects when contaminated.
the consumer is likely to get attracted to this new design out The consumer, however, places significance on a product
of curiosity and uniqueness of the design's shape. There are based on the quality of the materials used for packaging
multiple factors of consideration for the consumer when (Elliott, & Cameron, 1994). Low-quality materials attract
assessing the design used to packaging cosmetic products. consumers from a low economic class since they are
For instance, some shapes are likely to limit the amount of perceived as cheap products, thereby associated with low
space for the packaging their y limiting the quantity of the quality (Zauner, Koller, & Hatak, 2015). However, when the
product packaged in a particular container (Silayoi, & product's packaging material is of great quality, it is likely to
Speece, 2004). It has a negative effect on consumer attract consumers from a high economic status as they
purchase behavior. They are likely to develop the perception perceive the products to be of a high quality due to the
that the container was created to limit the products' quantity, resources invested in the packaging materials (Tinne, 2016).
which places the consumer at a disadvantage. For this reason, The material used should also allow for easy retrieval of the
it is advisable that when considering a particular container product from the container.
for the packaging of a cosmetic product, the containers used The inclusion of textual and artistic features on the
should be shaped in a way that they provide enough space container plays a crucial role in developing the consumer's
that will be effective in packaging sufficient quantities of the interest in a product. One of the significant textual features
products. that can be included in the container is the brand name
Another significant factor associated with the shape of (Hasani, & Zeqiri, 2015). It provides the product with a
the packaging container that will determine the consumer's sense of identity that distinguishes it from another
purchase intention is the ease of access to the product. The competitor's product in the industry. The type of information
shape of the container determines the ability of the included on the surface of the container is also crucial in
consumer to retrieve the product from the container. Some influencing the consumer's purchase intention (Hess, Singh,
container shapes present a significant challenge in the ability Metcalf, & Danes, 2014). For instance, a consumer's
of the consumer to retrieve the cosmetic products (Vladic et attention is likely to get attracted to a product's container due
al., 2015). For this reason, the consumer is likely to develop to the presence of textual features on the container. The
a negative attitude towards the products packaged containers information included in the text will further determine
with these types of shapes. For example, long cylindrical whether the consumer buys the product. For this reason, the
containers are convenient for products that can easily flow. textual features on the surface of the container should be
However, retrieving solid products from such containers informative to enable the consumer to learn more about the
may present a challenge to the consumer. Therefore, it is product and how the product is likely to help them achieve
crucial to carry out a market survey on the limitations of their health or beauty goals (Kim, & Kang, 2011). Moreover,
various shape designs for cosmetic products in order to the information provided should also inform the consumer
come up with the best product shapes for cosmetic products why they should prefer a particular product and forego other
(Okeke, & AMOBI, 2020). The use of sophisticated and products from rival organizations.
unique shape designs for cosmetic products is also crucial in The inclusion of artistic features on the surface of the
introducing the packaging's social class element. Simple container is significant as it comes out as a form of
shapes are usually associated with low economic status as advertising or a product. For instance, containers used to
limited resources are invested in creating such packaging package skincare products should have pictures of women
materials. Such shapes are likely to make the consumer with smooth skin to elaborate on the products' results. For
question the quality of the products packaged in the hair products, it is significant that there are pictures of
container; hence they are likely to forego them for the women who have used the hair products on the packaging
products packaged in uniquely shaped containers. material's surface. It is crucial in influencing the purchase
The material used in creating the packaging container is intention of the consumer (Lumpkin, & Crawford, 2015).
another significant factor that is likely to determine the The consumer will easily relate the appearance of the artistic
purchase intention for the container. For most manufacturers, features on the container of the product. However, the
26 Interdisciplinary Literaure Analysis between Cosmetic Container Design and Customer Purchasing Intention

artistic features used should be accurate so that the 5. Conclusion

organization does not oversell the product beyond its
capabilities (Lumpkin, & Crawford, 2015). It will present a The economic sphere has become quite competitive in
significant challenge for the organization as it is a violation recent years as various organizations develop multiple
of the ethical guidelines and standards for sales. The use of strategies to attract consumers' attention. The use of visual
artistic features also introduces the aspect of influencer elements is one of the significant strategies that has been
marketing as the picture of various influential personalities significantly embraced by multiple organizations to
can be published on the containers of the products (Das, influence consumer purchase behavior. One of the
2011). This requires that the organizations involved form strategies that have been embraced in recent years in the
legal partnerships with the influences and celebrities which cosmetic industry is product packaging design as one of the
will enable them publish the images of the influencer on the marketing elements. The packaging container's ability to
product container (Qureshi, & Malik, 2017). The use of attract the audience depends on the features incorporated
influencer marketing is one of the crucial strategies that have into the container. One of the significant aspects of the
been adopted in the modern society which plays a crucial packaging container that has been identified as a significant
role in improving the appeal of a product (Hussain, 2015). factor in influencing consumer behavior is the color used on
the container. The effect of color is that it increases the
Table 1: Crucial Container Design Components appeal of a product. Since different people are attracted to
different types of colors to which they relate to various
Components Explanation aspects of their lives, significant research must be carried
out to establish the best colors to use in designing different
products used in the packaging of cosmetic products. Color
* Color is a significant component
of art that has been used since time also plays a crucial role in developing the consumer's
immemorial to develop perception. perception of a particular product.
1. ContainerColor Different colors appeal to different It is clear from the findings that the package's color
people in varying ways as people are plays an essential role in influencing the customer purchase
likely to associate the colors with
different aspects of their life.
intention. The tint of that particular package ultimately
relates to consumers' purchase intention. From the research
* The shape of the container
conducted on two cities, attractive colors on the packages
determines the ability of the consumer grasp the customers' attention. However, Batmen Graham
to retrieve the product from the (2018) typically undertaken well-planned research on some
2: Container Shapes container. Some container shapes effects of packaging traits on the customer purchasing
present a significant challenge in the result conduct of packed cosmetic product. He discovered
ability of the consumer to retrieve the
cosmetic products. that color is not given much consideration when a client is
making some decisions when buying.
* The material used in creating the The shape of the container is another significant feature
packaging container is another that must be considered during product designs. Different
significant factor that is likely to
determine the purchase intention for the shapes are likely to appeal to different consumers. Shapes
3: Material used. also play an integral role in developing the perception of
container. For most manufacturers, the
material used for packaging is only the consumer towards the product. One of the significant
relevant due to the safety of the issues determined by the shape of the container is retrieving
product.
the product from the packaging container. For instance,
while the viscous product can be stored in a container of
Consumers will be attracted to the product due to the any shape or configuration, solid products should be stored
presence of the influencers image on the container. Suppose in containers where they can be easily retrieved. Therefore,
the products do not live up to the desirable outcomes as consumers are likely to be attracted to products in
depicted in the artistic features included in the container. packaging containers that are easy to use. The shape should
They are likely to give the product a negative review, which also be uniquely crafted so that it can elicit curiosity from
may affect subsequent purchases, especially when the the consumer. Other than the shape, the container's material
reviews come from many consumers. Therefore, artistic and is also a crucial factor of consideration that is likely to
textual features should be used with great care as they elicit determine the consumer's purchase behavior. The consumer
certain expectations from the consumer. is likely to gauge the quality of a product based on the type
of material that has been used to manufacture the packaging
container. For instance, the use of cheap packaging material
is likely to be associated with poor quality products.
 Ikkyung SUNG / Journal of Industrial Distribution & Business Vol 12 No 3 (2021) 21-29 27

Packaging material: The cosmetic products' fabric vastly play a vast role in the convincing power of the client. It is
influenced the customer's conclusion while purchasing the also considered that the report helps in avoiding some risks
products from the research conducted. However, Bestie M.J such as attachable dangers with cosmetic products.
(2017) performed an exploration focusing on the effect of From the case study, it was clear that the packaging
packaging qualities on purchaser purchasing choice conduct elements are most essential for the client's purchase
of packed cosmetic products found that in two cities, the intention. Those significant components such as the
context packaging material was not considered in the background image, design, color, material, and font style
purchasing choice of the customer (Hasani, & Zeqiri, 2015). are the standard and critical visual elements that are
Customers viewed those products that are packed in a considered most when buying cosmetic products. Lastly,
valuable material depending on the specific product's nature the study shows some vital and influential aspects that
(Kang, & Hwang, 2017). In most cases, the product's type should handle with care and are very significant and include
will determine the material to be used explicitly in the form the verbal and visual elements. These two are very critical
of the solid or liquid state. Some producers of the products when choosing, purchasing cosmetic products.
typically use plastic and can with some colorful materials.
On the other hand, cereal-like products usually use soft
clothes and valuable ones to attract and influence their 6. Implication
purchase intention. Most of the time, liquor packaging
materials differ substantially by their quality and strength. The central focus of the case study was to check on
In cosmetic products, producers used hard plastic and cans whether connections amid the designed packages of all
with decorative backgrounds, whereas producers used light those cosmetics as well as client purchasing intention exist
packaging material in cereal food packages. or not. It typically contains some implications such as The
Textual and artistic features are also a significant factor outcome has greatly influenced increased marketing value
in determining consumer purchase intention. Incorporating of the existing products if more so the weight is well
these features on the surface of the packaging container is implemented (Salim, 2019). All those companies that
likely to attract the consumer's curiosity. Therefore, the manufacture the packaging sector can typically use the case
manufacturer can take advantage of this design feature by study type to use various packaging designs and styles.
making sure that the information provided on the surface of Another implication is that marketers can manipulate the
the product is informative and explains the benefits of the skills to understand consumers' psychology, mainly related
product and some of the product features that make them to packaging design and purchasing intention of a client.
more effective than other similar products within the Consequently, marketers are capable of making
market. The studies show that the product packaging appropriate changes in their respective designs of packages.
container's design features are a significant marketing tool The case study also portrays how purchasing could
for cosmetic products. Therefore, manufacturers in the ultimately affect the client's perception due to the
cosmetic industry must invest in designing packaging attractiveness, which is contributed by the visual basics of
products that are more appealing in shape and color while that particular cosmetic design. This case study has also
using high-quality materials to packaging these products. raised other insights like favorite color and material of the
The packaging containers should also be designed to packaging design, makeup, and other cosmetic products.
incorporate textual and artistic features that provide more From the case study findings, it is clear that cosmetics
information regarding the products. Further studies should clients like shopping to see the cosmetic products and try
focus on the limiting factors that prevent organizations some a few available samples (Singh et al., 2015).
from investing in the packaging materials and how they can According to the survey, the ornamental design is vital to
overcome these limitations. the customer while shopping online or even in-store. From
The artistic features such as the packaging printed info: the study, visual package attributes like color, materials,
This particular type of study indicates that the full visualization, and appealing appearances were recognized
published report of a given specific cosmetic product has a as the persuasive features that disturb customer purchase
significant role in influencing the customer's purchase intentions.
intention. According to Hussain (2017), printed information
in the packages influences buyers positively, leading them
to make the appropriate and positive buying decision. In 7. Limitation of the Research and Future
most cases, the product information has appositive utility;
on the other hand, there is that vague dedication of the info Recommendation
that can be quickly and understandable, which helps the
producer even convince the consumer even more (Hussein There are also some limitations on this specific study is
et al., 2017). The kind of information provided will also that the collected data was from the respondents who stays
28 Interdisciplinary Literaure Analysis between Cosmetic Container Design and Customer Purchasing Intention

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Chitturi, R., Carlos Londono, J., & Alberto Amezquita, C. (2020).
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in other communities. Design on Consumer Preference: The Case of Orange Juice.
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