Abstract
In the current competitive market landscape, companies are actively striving hard to create a distinctive identity from their rival company. Packaging especially in FMCG brands becoming a sales promotional tool. It helps in establishing effective communication and creating a lasting impression on their target audience. Within the constraints of time and with low involvement of the customer the purpose of packaging has been shifted from functional to attention seeker on an emotive level. These days we can see the rise of incorporating the illustration on the package design. Illustration can captivate the attention of the customer and visually persuade the customer to make a purchase decision. The present study after a comprehensive literature review prepares a questionnaire for conducting an online survey to analyze the effectiveness of using illustrations on the package design of a product. A convenience sampling model is adopted to get the response from the participants. A total of 144 respondents aged above 17 years in the survey helped in understanding that utilizing an illustration on package design can have a positive impact on consumer purchase decisions and can create effective communication by delivering brand messages. Also, it helps in creating a brand relationship with the customers.
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