The Role of Visual Communication in Consumer Decision-Making in a Digital Environment

The packaging of a product serves as a primary source of information, creates a certain aesthetic impression, and stimulates emotional responses, thereby fostering a connection and loyalty to a specific brand. In the context of online platforms, the design of a product’s packaging is the first visual contact with consumers, making it a key marketing element. The visual impression of a product is crucial in shaping consumer expectations and, consequently, purchasing decisions. Therefore, this study explores the role of visual communication in shaping consumer decisions in a digital environment, specifically, consumer reactions to visual representations of cheese packaging. Previous research indicates that the shape and color of packaging can influence consumer decisions. However, this study investigated how a product displayed without packaging compares to one with packaging or a label. The aim of the study was to examine how different packaging affects product choice, specifically cheese, in online shopping. It delved into the preferences of consumers when they were presented with three distinct presentations of cheese: gift-packaged cheese, labeled cheese, and unlabeled cheese. Additionally, the study explored the product’s appeal by determining whether consumers have a preference for cheese with a label or without a label. The research utilized an online survey methodology, employing both descriptive and inferential statistics to analyze the data collected. The results of the research provide a better understanding of how visual communication, specifically product packaging, interacts with consumer decision-making in a digital context. The findings have the potential to serve as a roadmap for optimizing product presentation on various online platforms.