The Role of Visual and Verbal Packaging Design on Consumers’ Purchase Decisions

This paper investigates the influence of packaging design on the Palestinian consumers’ purchase decisions. Based on the review of the relevant literature, the study identifies the key elements of effective packaging design, including visual and verbal elements. The study adopted explanatory approach using a survey to collect data from a small, random sample of Gazan people in Palestine. Dataset from 297 participants was gathered, and multiple regression analysis was utilized to examine it. The results showed that the packaging’s verbal and visual design had an effect on Palestinian customers’ purchasing choices. The novelty of this article resides in its thorough analysis of pertinent literature on the effects of packaging design—both verbal and visual—on customer behavior, as well as its insights on successful packaging design tactics. The study also addresses the difficulties and possibilities brought about by emerging technology and sustainable packaging trends, offering insightful information for marketers and designers looking to improve their packaging design strategies.