IMPACT OF FOOD PACKAGING DESIGN ON CONSUMER PURCHASE INTENTIONS

Abstract

Food packaging has become an important marketing and communication tool because consumers often encounter packaging before they experience the actual food product. Packaging design can communicate product quality, brand identity, nutritional information, freshness, convenience, and expected taste through visual and structural elements such as color, typography, images, shape, material, and information presentation. Recent research shows that packaging design can influence consumer perceptions, expectations, and purchase intentions, although the strength of individual design elements may vary according to product type and consumer context. This study examines the impact of food packaging design on consumers’ purchase intentions. A quantitative research approach can be used, with a survey design based on a structured questionnaire administered to consumers of packaged food products. Packaging design is considered the independent variable, while consumer purchase intention is the dependent variable. Data can be analyzed using descriptive statistics, reliability analysis, correlation, and regression analysis. The study is expected to show that attractive, clear, informative, and visually appealing packaging can positively influence consumers’ perceptions and willingness to purchase. The findings may help food manufacturers and marketers understand how packaging design can be used to attract consumer attention and communicate product value effectively.