IMPACT OF PACKAGING DESIGN ON CONSUMER PURCHASING DECISIONS

Abstract

There are a lot of items out there competing for consumers' attention, so having attractive packaging is becoming more important. This master's thesis delves at the complex world of packaging design and how it influences customer behavior. This study delves into relevant literature, survey data, and real-world examples to uncover the complex relationship between packaging's visual appeal, usefulness, and consumer psychology. The structural (size, form, and material choice) and visual (color, typography, and graphics) components of packaging design are both studied in detail. It takes a look at how various demographics and product types are affected by consumer perceptions, preferences, and intents to buy. Moreover, the study explores how packaging conveys brand values, identity, and product qualities, influencing customer impression and loyalty to the brand. Keyword : Packaging design, consumer behavior, aesthetics, functionality, consumer psychology, visual elements, color, typography, imagery,