Emergent e-commerce is a growing phenomenon all over the world and encouraging a swift growth in online shopping. Previous studies prove that consumer buying behaviour has dramatically transformed from traditional physical stores to online stores. Furthermore, consumers have various appeals and demands for product package design. However, none of studies has focused packaging design on consumer impression. Therefore, this study explores the visual elements of packaging design as the best choice to enhance consumer impression. The study adopts qualitative research with the implementation of the semi-structured interview. Ten online shoppers will take part in the study. It is hoped this study’s result will guide the industries to innovate further designing packaging.
Aprameya, A. (2020). Ecommerce in Malaysia: Growth, Trends & Opportunities. Retrieved 1 June 2020, from
https://www.capillarytech.com/blog/capillary/ecommerce/ecommerce-in-malysia-growth/
Beneke, J., Mathews, O., Munthree, T., Pullay, K. (2015). The role of package colour in in influencing purchase intent of bottled water: Implications for SMEs and entrepreneurs. Journal of Research in Marketing and Entrepreneurship, 17(2), 165-192.
de Sousa, M. M., Carvalho, F. M., & Pereira, R. G. (2020). Colour and shape of design elements of the packaging labels influence consumer expectations and hedonic judgments of specialty coffee. Food Quality and Preference, 83, 103902.
Ding, M. (2022). Application of visual elements in product paper packaging design: An example of the “squirrel” pattern. Journal of Intelligent Systems, 31(1), 104-112.
eMarketer. (2018a). A brief overview of the global ecommerce market. Retrieved 29 December 2019, from http://retail.emarketer.com/article/brief-overview-of-global-ecommerce-market/59690010ebd40005284d5cc5
Fernandes, S., Venkatesh, V. G., Panda, R., & Shi, Y. (2021). Measurement of factors influencing online shopper buying decisions: A scale development and validation. Journal of Retailing and Consumer Services, 59, 102394.
Frank, C. A., Nelson, R. G., Simonne, E. H., Behe, B. K., & Simonne, A. H. (2001). Consumer preferences for color, price, and vitamin C content of Bell Peppers. Hortscience, 36(4), 795-800.
Javed, M. K., Bukht, N., & Javaid, S. (2020). Covid-19 effect on poor. International Journal of Medical Science in Clinical Research and Review, 3(03), 263-268.
Keller, D. (2022). The role of packaging design in an E-commerce world. Retrieved from http://blog.cataplha.com/the-role-of-packaging-design-in-an-e-commerce-wold
Liem, D. G., Toraman Aydin, A., & Zandstra, E. H. (2012). Effects of health labels on expected and actual taste perception of soup. Food Quality and Preference, 25(2), 192-197.
Limchaiyawat, N. (2002). Effectiveness of packaging graphic design on consumers. Unpublished master’s thesis, Chulalongkorn University, Bangkok, Thailand.
Mackenzie, L. (2019). How first impression can (and should) influence the package design of your product | Dean Houston+. Retrieved 7 August 2019, from https://www.deanhoustson.com/news/how-first-impression-can-and-should-influence-the-package-design-of-your-product/
Meyers, H., & Lubliner, M. J. (1998). The marketer’s guide to successful package design. McGraw Hill Professional.
Pensasitom, W. (2015). The use of images in graphic design on packaging of food and beverages. Journal of Economics, Business, and Management, 3(12), 1159-1163.
Pensasitorn, W. (2015). The use of images in graphic design on packaging of food and beverages. Journal of Economics, Business and Management, 3(12), 1159-1163.
Qanmar, H., Gladyszewski, K., Gorak, A., & Skiborowksi, M. (2019). Towards the development of advanced packaging design for distillation in rotating packed beds. Chemie Ingenieur Technik, 91(1), 1663-1673.
Roberge, D. (2019). What does your package color mean to consumers?. Retrieved 27 March 2019, from https://www.industrialpackaging.com/blog/package-design-color-for-the-consumer
Samsudin, J., & Ahamd, S. (2014). Online shopping perception among Malaysian professionals. Journal of Technology Management and Business, 1(2), 65-72.
Sawagvudcharee, O., Shrestha, S., & Mandai, S. (2018). Impacts of Brand on Consumer Decision Making: Case study of beer brands in Nepal. International Journal of Research, 5(16), 1345-1356.
Schifferstein, H. N., Fenko, A., Desmet, P. M., Labbe, D., & Martin, N. (2013). Influence of package design on the dynamics of multisensory and emotional food experience. Food Quality and Preference, 27(1), 18-25.
Schifferstein, H. N., Lemke, M., & & de Boer, A. (2022). An exploratory study using graphic design to communicate consumer benefits on food packaging. Food Quality and Preference, 97, 104458.
Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: A conjoint analysis approach. European Journal of Marketing, 41(11/12), 1495-1517.
Smith, P. R., & Taylor, J. (2004). Packaging. In Marketing Communications. London: Kogan Page Limited.
Spence, C. (2019). Neuroscience-inspired design: From academic neuromarketing to commercially relevant research. Organizational Research Methods, 22(1), 275-298.
Suleman, A. (2016), Science of typography in packaging designs Retrieved 24 February 2016, from https://www.zilliondesigns.com/blo/science-of-typography-in-packaging
Sütterlin, B., & Siegrist, M. (2015). Simply adding the word “fruit” makes sugar healthier. The misleading effect of symbolic information on the perceived healthiness of food. Appetite, 95, 252-261.
Underwood, R. L., & Klein, N. M. (2002). Consumer perceptions of nutrition and health claims. Appetite, 48(3), 305-324.
Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403-422.
Wang, R. W., & Chou, M. C. (2011). The comprehension modes of visual elements: How people know about the contents by product packaging. International Journal of Business Research and Management, 1(1), 1-13.
Wang, R., & Chou, M. C. (2011). The comprehension modes of visual elements: How people know about the contents by product packaging. International Journal of Business Research and Management, 1(1), 1-13.
Zhou, J. (2016). Study on the packaging design of online shopping goods. In 2016 International Conference on Economics, Social Science, Arts, Education and Management Engineering (pp. 457-460). Atlantis Press.
In-Text Citation: (Tan & Abdullah, 2022)
To Cite this Article: Tan, S. M., & Abdullah, F. (2022). Exploring the Integration of Visual Elements on Packaging Design to Enhance Consumer Impression in Online Shopping. International Journal of Academic Research in Business and Social Sciences, 12(12), 1138– 1145.
Copyright: © 2022 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
