Modeling Design Strategies for Package Graphics: A Study of Hair Care Products Among Young Indian Users

A study of hair care package graphics was conducted among young Indian users to examine the effect of design elements on successful user acceptance. The study revealed that typography of the brand name should be given the highest weightage among all texts, and information of higher importance should be placed towards top one third of the graphics to capture user’s primary attention. The study was performed using package graphics of eight hair care products including domestic and global brands, selected using a purposive sampling technique. A descriptive qualitative content analysis using a code sheet incorporating designer’s perspective was performed to identify the ranking of importance of design elements in package graphics. Further, a small scale quantitative and qualitative user study was conducted to assess if the qualitative content analysis based assessment is matching user preferences. Validation of the findings was done using an Eye Movement Recorder based study.