Investigating the Effect of Product Packaging Design on Attracting Customers about Cosmetic Products with Conjoint Analysis Method

Document Type : Original Manuscript


Department of Industrial Engineering, Parand Branch, Islamic Azad University, Parand, Iran


The present research is based on the design of packaging based on the golden ratio technique and its effect on attracting cosmetic and cosmetic products customers using conjoint analysis. The sample size of this study was 385 women over 18 years old in Tehran. Data were collected by interview and questionnaire. The results of this study showed that the golden ratio has a significant effect on the attractiveness of packaging and the increasing intention to buy customers, as well as the level of education people, have on the choice of packages that have a golden ratio in them is very effective. They have a direct relationship with each other. Also, features of geometric shape, color and writing language are influential in choosing the package and intention to buy customers.

Graphical Abstract

Investigating the Effect of Product Packaging Design on Attracting Customers about Cosmetic Products with Conjoint Analysis Method


  • Minor values associated with the geometric shape attribute showed that customers were more attracted to the geometric shape of the cubic geometry.
  • Minor values associated with the image feature indicate that the first preference and priority of the image characteristic from the customer's perspective is the profile image, which is more attractive than other images.
  • Minor values related to the colour properties showed that white was the most preferred and most preferred colour for customers, considering that the product was used in the field of cleaning and hygiene.


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