The Influence of Minimalist Package Design on Beauty Consumers’ Attitudes and Behavior Toward Cosmetic Products

Packaging Design · Brand Strategy · Consumer Research

In my final year at the University of Colorado Boulder, I planned and conducted a research study aimed at understanding how consumers feel about the minimalist packaging trend that took over the beauty landscape. As a designer and dedicated beauty consumer, I was curious: Is less really more in an industry founded on expression? To find the answer, I measured 198 beauty consumers’ attitudes and behavioral purchase intent to hypothetical cosmetic products. I designed the packaging for the study following an extensive literature review on design theory and industry trends.

The final product earned the highest level of honors with Summa Cum Laude distinction from the University of Colorado. The paper was accepted to the highly competitive Visual Communication Division for presentation at the 103rd annual AEJMC conference in San Francisco in August 2020.

Academic Affiliation
University of Colorado Boulder

Academic Advisor
Hopp, Tobias Ph.D.

Committee Members
Adams, Heather L, Ph.D.
St. John, Burton, III, Ph.D.