Análise de estratégias das embalagens da marca Lola Cosmetics, usadas na construção de processos persuasivos

Abstract

The present work has as main objective to identify and explain some strategies used in the packaging of the brand Lola Cosmetics, used in the construction of persuasive processes. Packaging is a daily part of people, as they play a very important role: protecting products and allowing them to be transported. On the other hand, it can be said that today its function exceeds the initial purpose, since it holds enough power to influence the consumer to buy a particular product, just because the packaging has aroused his attention. Thus, after identifying some persuasive strategies, the purpose of this study is to analyze some of the packaging of Lola Cosmetics and choose among all the portfolio of the brand, those packagings that most represent the strategies defined. The results obtained were the identification of visual strategies through strong colors and contrasts, and also textual, through the following items: humor, rhetoric, parody and irony. Such factors act on packaging as persuasive strategies.