The Power of Less: Investigating the Impact of Minimalist Branding on Consumer Perception and Purchase Behavior in the Cosmetic Industry

Abstract This research explores the role of minimalist branding in influencing consumer perception and purchase behavior in the cosmetic industry. Drawing on cognitive fluency and symbolic association theories, the study investigates how visual simplicity in packaging affects emotional engagement, decision-making ease, trust, and sustainability perception. A mixed-methods approach was adopted, comprising primary survey data from 60 respondents and secondary industry insights. Results suggest that minimalist packaging is perceived as more sustainable and trustworthy, promotes faster decision-making, and enhances brand recall. However, effectiveness varies across consumer psychographics and purchase platforms. The study contributes practical recommendations for brands aiming to strategically adopt minimalist design without sacrificing differentiation. Keywords: Minimalist branding, cosmetic packaging, consumer behavior, cognitive fluency, sustainability perception, psychographic segmentation