Zachowania rynkowe starszych konsumentów z punktu widzenia projektowania warstwy wizualnej opakowań
Market Behaviour of Older Consumers and the Design of Visual Layers of Packaging

Summary/Abstract: The article presents the psychological determinants of consumer behaviour in the elderly and their impact on the design of the visual layers of packaging. It characterises the unique behaviour of older consumers resulting from psychological changes that occur in the aging process, and proposes guidelines for designing the visual layers of packaging, taking into account the particular needs of elderly consumers.

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