THE INFLUENCE OF PACKAGING ON CONSUMER PERCEPTION

The abstracts focus on the influence of packaging on consumer perception. They highlight how packaging design, including elements like colour, shape, and information, plays a crucial role in shaping consumers’ perceptions of product quality, healthiness, and overall appeal. Consumers often rely on packaging as a communication tool to understand product attributes, make purchase decisions, and infer qualities like health-consciousness. Studies show that packaging colour, in particular, can significantly impact consumer perceptions, influencing health assessments and purchase intentions. The research emphasizes the importance of packaging in creating positive consumer-brand relationships, enhancing product attractiveness, and guiding consumer behaviour. Overall, the findings underscore the significant role packaging plays in shaping consumer perceptions and purchase decisions.