IMPACT OF PACKAGING DESIGN ON CONSUMER PURCHASING DECISIONS

Packaging design is becoming more important in today’s competitive marketplace as items compete for consumers’ attention in a sea of choices. The complex world of package design and its influence on customer behavior is the subject of this master’s thesis. The purpose of this study is to decipher the complex relationship between the visual appeal, practicality, and consumer psychology of packaging by drawing on a review of relevant literature, survey data, and real-world examples. Aspects of visual design, including color, typography, and images, as well as structural components, including size, form, and material choice, are investigated in the research on packaging. It takes a look at how these factors affect various product categories and customer demographics in terms of perceptions, preferences, and intents to buy. In addition, the study explores how packaging conveys brand values, identity, and product qualities, which in turn affects consumer perception and loyalty to the brand.