The influence of packaging on consumers’ perception of regional products as souvenirs (on the example of cosmetic products from the mud of Saki of the Crimea Republic)

The development of new cosmetics is a complex and important activity for companies and is closely related to the needs and trends or fashion of consumption. Over the past few years, the cosmetic field has been developing dynamically and includes several innovative actions, such as awakening a sense of well-being, relaxation, improving health and beauty. At the same time, cosmetics often act as souvenirs, performing the function of a gift. Thus, in the production of products, it is necessary to take into account the appearance and sensitivity to cosmetics, including those purchased as a gift, by creating a field of sensations and emotions, effective perception of recipes, packaging, textures, colors and formats. In this context, a cosmetic product should be pleasant to use, and this is the result of the harmony of various characteristics associated with sensory quality. Thus, it is necessary to optimize properties such as color, appearance, smell, texture, consistency and interaction of various components in order to achieve a balance that leads to a purchase decision. In the process of buying souvenirs, the consumer is faced with several packaging designs of different colors, carrying or transmitting sensory messages; which are interpreted by them depending on previous experience, perception and their own opinion. In this study, we focus more specifically on vision - the feeling that first arises in the consumer when perceiving the packaging design of a cosmetic product. As a result of theoretical and experimental research, gender-age peculiarities in the perception and preference of colors and their influence on the decision-making process on the purchase of cosmetic goods were revealed.