Aesthetic Typography of Packaging Design and Purchase Intention: A Study of Women Shoppers of Beauty Products in Oman Under 'View' Model.

This article examines the impact of the visibility, information, emotional appeal, and workability (VIEW) model elements on the purchase intention of female consumers toward cosmetic packaging in Oman, with a focus on the moderating role of brand familiarity. Based on survey data from 252 Omani women, the study found that visibility, emotional appeal, and workability significantly influence purchase intention, while printed information does not, and brand familiarity does not moderate these relationships. The research highlights the importance of packaging aesthetics, particularly typography and design, in shaping consumer behavior in the Omani cosmetics market. These findings offer practical guidance for marketers targeting female beauty product consumers in Oman and contribute theoretical insights into packaging’s psychological effects within this regional context.