Knowledge levels of graphic symbols on cosmetic packaging by different target audience

In this research, it is aimed to measure the relationship between the awareness levels of the meanings of the 26 symbols commonly used on cosmetic packaging and the levels of awareness by different consumers. Survey technique was used as a measurement tool. The survey involved 2156 people aged 12 and over living in Turkey, stated that 2085 people use cosmetic products. The questionnaire consists of sections where knowledge levels of demographic, classifier and symbols are measured with 20 items. Each item was evaluated as 5 points and their knowledge level was scored between 0 and 100. One-way analysis of variance, t test for independent samples, Kruskal Wallis test and chi-square statistical techniques were used in the analysis of the survey data. As a result of the study, striking results were obtained regarding the level of knowing the meaning of the symbols. It was concluded that the symbols were not generally known sufficiently. In addition, it is observed that the meaning of some symbols is highly misunderstood. Knowlegde levels of participants for the meaning of symbols differ according to age, gender, education, working status and monthly income, and there are significant differences detected between some of these groups. While women are more successful in knowing the meaning of the symbols than men, the average age of knowledge level is between 30-40. Between the consumers who have high and low ethical consumer awareness, significant differences were found in the point of knowing the meaning of symbols. Some meaningful differences have been reached between the knowledge levels of consumers who care about the suitability of product packaging in terms of recycling and do not care enough. At the end of the study, there are recommendations based on the survey data results. Keywords: Packaging Design, Ethical Consumption, Recognition Levels of Symbols, Cosmetics, Cosmetic Product Packaging, Pictogram, Consumer