Premium elements & Premium perception

Abstract

This project investigates the influence of brand elements (logo, color, illustrations, and font) on the premium perception of packaging within the packaged foods sector. Utilizing a mixed-methods approach, the research comprises qualitative focus groups and a quantitative online survey to understand how these elements shape consumer perceptions of premium quality. The findings indicate that color is the most influential element, followed by logo, illustrations, and font. Color sets the tone for perceived premiumness, while prominent and well-designed logos enhance brand recognition and trust. Illustrations that tell a brand story contribute to authenticity and superior quality. The qualitative phase provided rich insights into consumer preferences, likes, and dislikes, which were then drafted into guidelines and tested and validated through statistical analysis in the quantitative phase. The study culminated in developing a practical guidebook for designers, particularly those in small and medium-sized enterprises (SMEs) in India, to create packaging that conveys added value and quality. This research offers valuable insights concerning packaging design, highlighting the crucial role of specific brand elements in influencing premium perception while acknowledging limitations such as the focus on visual assessment and specific product categories. The study sets a foundation for future research to explore additional product categories. Overall, the findings provide actionable insights for designers aiming to enhance the premium appeal of their packaging.