Enhancing Visual Communication and Consumer Choices. A Theoretical Overview on the Role of Packaging in the Decision-Making Process

Abstract

Product packaging plays an important role in brand communication, encountering the consumer at the most critical moment of the decision-making process. The way companies utilize packaging is particularly significant, given its power to alter the perspectives of those who encounter it. Simultaneously, packaging carries the burden of persuasion in a game of choices among numerous options. The information that companies choose to convey through packaging becomes distinctive and representative of the brand. The focus of brand communication on developing visual concepts that welcome consumers can transform the outcomes of a communication strategy. Evaluating texts that refer to a specific audience can identify gaps and allow impactful interventions. This article will delve into visual communication elements, semiotics, visual metaphors, and explore some current perspectives and trends regarding consumer concerns.