Visuella elements påverkan på konsumenters beslut till köp
av yoghurt
The purpose of this thesis is to provide a better understanding of how dairies use colour, picture and shape in order to influence customers? buying decisions of fruit yoghurt. In order to reach this purpose the research was conducted through case studies of three dairies. In this research three research questions were created with focus on the visual elements colour, picture and shape. The method of data collection was performed through interviews with dairies as well as documentations. Conclusions are that the dairies have and use strategies to influence customers buying decisions. They use red colour to create attention to the packaging and place pictures on more than one side of the package. One of the dairies used the package height and width in order to create illusion about the package size. The other two had to follow regulations about the shape. The research also shows that the practical function of the package is just as important as the shape.