For my final project, I wanted to pursue the topic of consumer psychology. Consumer psychology is all about how consumers interact with objects, and how the design of a product influences our attitudes about it. As I began delving into this topic, I realized that there are so many different branches of consumer psychology, and each branch involves several different types of sub-categories for all the different pieces of information we take into account while consuming products.
            To narrow it down, I figured I would look specifically at the consumer psychology involved in designing food labels. Again, I ran into the overflow of information. While food shopping, there are so many different variables consumers take into account prior to making a decision about which product to buy. Nutrition facts, ingredients, quantity, price, and convenience are all things that influence a decision to purchase a product. Being that I wanted to focus specifically on design, I decided to set up a pseudo-study as to the influences of product design on consumers.  

            I decided to design labels for bottled water because it would be a product that most people would be likely to purchase at some point in their lives. I wanted to avoid a product that some people might choose not to buy because they do not like it or are allergic to it. I figured bottled water was the safest bet. That being said, this is the basic outline for my research. The labels have not yet been made, but their description is detailed below (with the exception of the various placements of the logo and text, which I am still currently researching).

Likelihood of Purchase with Respect to Product Design
           
Introduction: The basics of consumer psychology suggest that the best design for any product is one that elicits positive emotions in consumers (Bloch, 1995). According to Kaya et al. (2004), the color that elicits the most positive emotions among college students is the color green, because it reminds them of nature, trees, and relaxation. In the same study, Kaya et al. found that the color that elicits the most negative response among college students is a yellow-green intermediate color, because it is associated with vomit and feelings of nausea.

Method: In terms of methods, two bottled water labels will be designed. The first will use colors, form, and overall design adhering to that of contemporary consumer psychology. It will be dark green, with white lettering and black shading. The second label will not adhere to those colors, form and overall design; it will be a yellow-green intermediate color with grey lettering and shading.

The two labels will be presented to about 50 participants (25 male, 25 female). Participants will be told that each product contains the same ingredients, nutrition facts, and are of equal price. They will then be asked to choose which of the two products they would purchase, and why.

Age and gender of participants will also be recorded for statistical purposes. 

References: (so far)

Bloch, Peter H. “Seeking the ideal form: Product design and consumer response.” Journal of Marketing 59.3 (1995): 16. Web. 24 Apr. 2013.

Kaya, H. et al. “Relationship Between Color and Emotion: A Study Of College Studnets.” College Student Journal 38.3 (2004): 396-405. Professional Development Collection. Web. 25 Apr. 2013.