Simple, meaningful, and culturally responsive packaging design can influence consumer purchasing decisions, according to Chang Liu, researcher at the College of Creative Arts, Universiti Teknologi MARA, Malaysia. Published in Behavioral Sciences, Liu’s research highlights the impact of visual packaging elements on purchasing intention. Packaging Insights speaks to the researcher about the findings’ broader industry implications, emphasizing simplicity, and culturally sensitive customization. Liu also identifies going “beyond aesthetics” as crucial to effective packaging design.
