Year of Award
Master of Business Administration (MBA)
College of Business & Professional Studies
marketing, consumer, brand, recognition, packaging
Numerous companies fail or lose money every year for various reasons. Management of corporations are often one of those reasons. Many fail to understand the need to psychologically convey a favorable attitude toward their product through selected promotional mediums.
The purpose of this paper is to review research methods used to develop graphic package design. As one of many promotional mediums, the package, acts to psychologically transfer favorable or unfavorable attitudes to the consumer regarding the product. The proper way of doing this is developed through research.
Creative Commons License
This work is licensed under a Creative Commons Attribution-No Derivative Works 4.0 License.
Ahorn, Michael, "An Analysis of Package Design Research and its Infulence on Buyer Behavior" (1991). Theses, Dissertations, and Capstone Projects. 425.
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