Visual Graphic Design

2. Packaging -VGD
• Visual graphic design in packaging refers to the creative process of designing how a
product looks on the outside.
It includes:
• Layout
• Typography
• Color scheme
• Images and illustrations
• Brand logo
• Material and shape use
• Labeling and information placement
Packaging design is not only about protection—it is a powerful communication tool that
tells customers what the product is, who it is for, and why they should choose it.

3. Why Packaging Matters in Marketing
• Packaging is often called the “silent salesman.”
• When you place products on a shelf, the packaging communicates even
before a salesperson speaks.
Packaging can:
• catch the customer’s attention
influence how the product is perceived
create brand identity
differentiate from competitors
trigger purchase decisions
build emotional connection
• In many cases, the packaging is the first interaction between the buyer and
the brand.

4. Key Visual Design Elements That Affect Products
A. Color
• Different colors evoke different emotions.
• Color can signal product category (ex: green = organic, blue =
trustworthy).
• Affects mood and buying behavior.
• Example:
Kids cereals use bright colors to attract children.

5. Key Visual Design Elements That Affect Products
B. Typography
• The style of the text communicates personality.
• Clean and bold fonts = modern & professional.
• Script fonts = luxury or artistic.
• Poor typography makes the product look cheap or unreliable.

6. Key Visual Design Elements That Affect Products
C. Imagery & Graphics
• Helps consumers visualize product use.
• Helps show ingredients, benefits, quality.
• Builds trust.
• Example: Juice packaging shows fresh fruits to imply quality and taste.

7. Key Visual Design Elements That Affect Products
D. Brand Logo
• Creates recognition.
• Signals company reputation.
• Important for loyalty and trust.
• Example: Coca-Cola, Nike, Nestlé — logos are powerful brand triggers.

8. Key Visual Design Elements That Affect Products
E. Shape and Structure
• Unique shapes attract curiosity.
• Ergonomic packaging improves user experience.
• Premium structure increases perceived value.
• Example: Perfume bottles use artistic shapes to signal luxury.

9. 4. Psychological Effects of Packaging
Packaging affects:
• Perception of Quality
• Expensive-looking package = people assume expensive product.
• Perceived Safety
• Well-sealed, well-labelled packaging increases trust.
• Buyer Emotions
• Cute, nostalgic, inspiring, or elegant designs influence emotion-based
purchases.
• Decision-Making
• Humans judge products by appearance first before reading about them.

10. Economic Impact of Packaging Design
• Good packaging:
• increases sales
justifies price
builds repeat buyers
increases brand value
• Bad packaging:
• confuses consumers
lowers quality perception
loses shelf presence
decreases sales

11. How Packaging Supports Branding
A consistent packaging style builds:
• identity
• familiarity
• trust
• storytelling
• This is how brands stay alive in the market.