The effect of form factor on the purchase decision of the consumer in packaging design: a research on beverage packaging

The packaging function has a supportive effect on the creation of a certain identity for the products produced by the enterprises. Thus, promotion activities for products and brands can be more successful. In addition, packaging has an important and effective role in increasing the awareness of businesses and their brands. The packaging form, which has an important place in packaging design, is also very important because it can trigger spontaneous and sometimes difficult to change emotions, attitudes and purchasing behaviors, as it conveys a special message that expresses secondary symbolic values that directly appeal to the emotions or the subconscious, beyond its functional value. It is also very effective in changing their behavior and directing them in the desired way. In the literature, it is seen that the effect of packaging design on consumer behavior and perception is mostly examined in general or in terms of color effect. In the studies on beverage companies in this area, it is seen that the effect of the packaging form is also investigated under the influence of the general design of the packaging and at a limited level. Therefore, in this research, in order to contribute to filling this gap in the literature, the effect of the form factor on the consumer's purchasing decision in packaging design has been made specifically for beverage packaging.