Effects of Visual Appeal of Packaging on Consumer Purchase Intentions


  • Manuel P. Quzone University of Santo Tomas, Manila, Philippines Author


Visual appeal, packaging design, consumer purchase intentions, consumer behavior


In the competitive landscape of consumer goods, packaging has emerged as a crucial factor influencing consumer purchase decisions. This study delves into the intricate relationship between the visual appeal of packaging and its impact on consumer purchase intentions. Employing a combination of qualitative and quantitative research methods, we explore the psychological and emotional responses elicited by various packaging designs.


Our findings reveal that visually appealing packaging significantly influences consumer perceptions and attitudes toward a product. Aesthetic elements such as color, typography, and imagery play a pivotal role in shaping consumer preferences. Furthermore, the study uncovers the underlying mechanisms by which packaging aesthetics evoke emotional responses, establishing a connection between the visual appeal of packaging and the formation of brand loyalty.


Practical implications for marketers and packaging designers are discussed, highlighting the importance of strategic visual communication in creating a lasting impression on consumers. As the marketplace becomes increasingly visually driven, businesses are encouraged to invest in thoughtful and innovative packaging designs to enhance their products' desirability and ultimately drive consumer purchase intentions. This research contributes to the growing body of knowledge on consumer behavior and marketing strategies in the context of the visual appeal of packaging.




How to Cite

Effects of Visual Appeal of Packaging on Consumer Purchase Intentions. (2018). International Journal of Business Management and Visuals, ISSN: 3006-2705, 1(1), 10-13. https://ijbmv.com/index.php/home/article/view/6

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