The Impact of Aesthetically Minimalist Packaging Design on Purchase Decisions, Market Reach, and Consumer Health Outcomes

Xiaotong Liu, Normah Mustaffa, Peng Zhao

Abstract


Packaging design has emerged as a critical marketing tool that not only protects a product but also shapes consumer perceptions, influences purchase decisions, and communicates brand identity. This study aims to explore the impact of aesthetically minimalist packaging design on consumer behaviour outcomes, focusing on purchase decisions, market reach, and consumer health outcomes. Data were gathered using a quantitative approach. A total of 308 questionnaires were administered, and data were collected through both online and offline channels. The data were analyzed using SPSS to examine the relationships between minimalist packaging design, trust, perceived product quality, and consumer behaviour outcomes. The findings reveal significant positive associations between aesthetically minimalist packaging design and consumer purchase decisions, market reach, and consumer health outcomes. Trust and perceived product quality were found to mediate these relationships, highlighting the importance of these variables in shaping consumer responses to packaging aesthetics. These results offer valuable insights for marketers and practitioners in developing effective packaging strategies that resonate with consumers and enhance brand performance. Additionally, the study underscores the role of trust and perceived product quality as key mediating variables, expanding understanding of the mechanisms that drive consumer responses to packaging design.

 

Keywords: Minimalist packaging design, consumer behaviour, visual persuasion, perceived product quality, health communication.

 

https://doi.org/10.17576/JKMJC-2025-4104-18


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References


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