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Journal of Social, Management and Tourism Letter
JSMTL 2024, 11 pages - Article ID: JSMTL-2408112112902
Student Perceptions of Visual Design in Fast-Food Packaging: Insights for Optimising Marketing Strategies
a School of Management Studies, The Federal Polytechnic Damaturu, 620001 Damaturu, Nigeria
b Department of Marketing, The Federal Polytechnic Damaturu, 620001 Damaturu, Nigeria
c Department of Business Administration and Management, The Federal Polytechnic Damaturu, 620001 Damaturu, Nigeria
ABSTRACT
This study investigated student perceptions of visual design elements in fast-food packaging to provide insights for optimising marketing strategies. A sample of 120 students from four Nigerian higher education institutions completed a survey assessing their perceptions on a 5-point Likert scale. The gender distribution was 63.3% male and 36.7% female. Results showed that male and female students generally rated visual elements moderately, with the highest ratings for graphics and colour, and the lowest for logo and product shape. Males rated packaging materials significantly higher than females. Frequency data showed positive perceptions of graphics, typography, colour, and packaging materials. However, logo placement and product shape received mixed reviews. Packaging materials significantly influenced consumer choices, with visual appeal and overall aesthetics as key factors. Independent samples t-tests revealed no gender differences in perceptions of graphics, colour, typography, logo or shape, but a small-to-medium effect size for packaging materials. Kruskal-Wallis tests indicated no significant differences between students of the various institutions in their perceptions of graphics, colour, typography, logo or packaging materials, but a trend towards significance for product shape was recorded. Based on these results, it is suggested that fast-food marketers should integrate bold, innovative designs with clear typography and sustainable packaging materials, while aligning with student preferences, for engaging the target audience and optimising brand marketing strategies.
Fast-food; Packaging Materials; Visual Design; Student Perceptions; Eco-friendly Packaging; Marketing Strategies.