Exploring the Multisensory Attractiveness of Cosmetic Packaging: A Study of Visual and Tactile Design Elements and Attractiveness Factors

Abstract

The prevalence of e-commerce has led to a significant increase in online shopping among consumers, resulting in a surge in returns due to discrepancies between received products and consumer expectations. To resolve this issue, many retailers resort to disposing of returned items, contributing to wastage and environmental pollution, thereby obstructing the path to environmental sustainability. Understanding consumer expectations during the design phase holds promise for addressing this challenge. While most designers still primarily consider the visual aspect, they often overlook the emotional experiences and overall evaluations emphasized by consumers through tactile sensations during product usage. Therefore, this study employs the Miryoku Engineering approach to explore the visual and tactile attractiveness aspects and elements of cosmetic box designs for young women aged 20–30 in Taiwan. Through Evaluation Grid Method interviews, 4 attractiveness styles, 7 original attractiveness evaluations, and 35 specific conditions were identified. The results show that tactile sensations can compensate for the limitations of visual evaluations when assessing products. Participants with extensive makeup experience tended to evaluate cosmetic boxes based on both visual and tactile sensations, whereas those with moderate makeup experience focused on visual sensations and functionality. The selection of materials that prioritize sustainability and reusability in the design of cosmetic packaging can enhance brand image. In addition, this study elaborates on the visual and tactile aspects of cosmetic box designs that attract young women aged 20–30 in Taiwan. The aim is to provide future designers with insights from this study to meet young consumers’ expectations regarding the tactile and usage experience of cosmetics, thereby addressing the issue of high return rates, achieving the vision of sustainable development, and fulfilling the United Nations Sustainable Development Goal 12.5.