THE INFLUENCE OF VISUAL COMMUNICATION OF FOOD PACKAGING DESIGN ON CONSUMER PERCEPTION AND PURCHASING INTENTIONS: A SYSTEMATIC LITERATURE REVIEW

Abstract

Food packaging design plays a crucial role in consumer decision-making by functioning as protective packaging and a significant medium of visual communication. Practical visual elements in packaging can strongly influence consumer perceptions, emotional responses, and purchasing behavior. This systematic literature review investigates the influence of three core visual elements—color, imagery, and shape—on consumer perceptions, health-related perceptions, emotional responses, and purchasing behaviors. An extensive literature search followed the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) guidelines across six databases: Web of Science (WOS), SCOPUS, Emerald, Science Direct, EBSCO, and Wiley. Articles included were limited to those published in English, resulting in the selection of 109 relevant articles. The analysis of the reviewed studies reveals that visual elements significantly enhance consumers' information processing, shaping their attitudes and influencing their purchasing decisions. Findings highlight the interdisciplinary nature of packaging design, combining insights from marketing, psychology, and visual design studies. This literature review provides essential insights into how visual communication in food packaging—especially chocolate packaging—impacts consumer purchase intentions. It offers valuable guidelines for practitioners and researchers in marketing and design, suggesting that aligning packaging visuals with consumer expectations and psychological drivers can substantially improve product attractiveness and market success.