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The aim of this paper is to examine the impact of aesthetics package design elements on consumer purchase decisions of dairy products with particular emphasis on these variables: package colours, material, instructions and typography. A descriptive research design methodology was adopted. A structured questionnaire was used to collect data and information from 150 respondents who were randomly selected while going about their shopping experiences. The study revealed that not all aesthetic package design elements trigger consumer purchase behaviour. The elements that have an influence should be properly blended together to ensure that they remain sensitive and appealing to the consumers thereby shaping and guiding their intention to purchase dairy products.

The Impact of Aesthetics Package Design Elements on Consumer Purchase Decisions: A Case of Locally Produced Dairy Products in Southern Zimbabwe.