Features of the psychological impact of color, shape and texture in packaging desing

Abstract

The article examines the psychological impact of color, shape, and texture in packaging design on consumer behavior and the purchasing decision process. It highlights the role of color in shaping emotional states, creating brand associations, and increasing product recognition. The impact of individual colors on consumer emotions is analyzed, including their ability to evoke trust, activity, and optimism. The conclusions emphasize that color and shape act as strategic marketing communication tools and contribute to increasing the competitiveness of a product in the market.