a survey on applying the golden ratio in product packaging and its effect on consumers’ buying behavior

packaging is one of the most effective marketing instruments in selling most of the products, in particular the consuming products. due to the fact that most purchases particularly in department and chain stores are performed randomly and without a previous programming, packaging has a key role in attracting buyers and their selling products. a package with a charming and elegant design can be very effective in attracting the customers' attention. different factors like color, shape, structure and such as these are important in packaging attractiveness. another affective factor of packaging attractiveness is its design with the golden ratio. the golden ratio (1.618) is obtained by dividing the rectangle's length to its width. this ratio is found abundantly in nature and some historical buildings. the present study aims to investigate the effect of golden ratio on the packaging attractiveness and buyers' attraction. to reach this aim, some packages were modeled using golden ratio and a linear planning and were placed besides the packages without golden ratio. then 400 individuals of tehran consumers' views were collected. findings showed that the package designed using golden ratio seems to be attractive. meanwhile, the results showed that gender and age don't have any effect on the selection of packaging with golden ratio.