A Vibrant but Transparent Visual Language: A Re-Evaluation of Breakfast Cereal Packaging Design, Marketing Methods, and Decision-Making
Access Status
Fulltext not available
Embargo Lift Date
2025-09-15
Date
2023Supervisor
Luke Butcher
Min Teah
Type
Thesis
Award
PhD
Metadata
Show full item recordFaculty
Business and Law
School
School of Management and Marketing
Collection
Abstract
Packaging design is a communication tool. Brands utilize it to convey their identity (Söderlund et al. 2017) and product attributes to consumers. Consumers employ it as an information source (Wyrwa and Barska 2017) at the purchase-point (Ku and Chen 2021). This research holistically examines breakfast cereal packaging design to understand brand communication and the impact on consumer behaviour and decision-making to identify improvements that can guide and facilitate healthy, informed decision-making.