Study of visual and information dimensions impact of packaging on customer's decision to purchase cosmetic and health care products in Sanandaj City

Today, packaging is known as an important tool in marketing used by companies and states to increase their competitive power in domestic and foreign markets. Packaging designers attempt to increase customers purchase decisions through stimulating their visual and perceptive aspects. This study aims to examine visual and information dimensions impact on decision to purchase cosmetic and health care products in Sanandaj City. Results from the model showed that visual and information dimensions affect customers’ decision to purchase cosmetic and health care products in Sanandaj City. But the impact of visual dimension is higher than information dimension. Also, the impact difference of these two dimensions of Packaging was studied in a time-stress condition and the results suggested that in this state too, the impact of visual dimension on decision is higher than information dimension.