Aesthetic Packaging and Purchase Intention

Abstract

This research intends to investigate the elements of the aesthetic packaging of skincare products. The research proposed three independent variables namely colour, shape and visual weight, while purchase intention is adopted as a dependent variable. The respondents of this research are millennials who are the users of skincare and also have a purchasing power to choose the skincare products that are appealing to their eyes. The finding expects all the proposed hypotheses are supported and conclusion and recommendation are discussed at the end of the section.