The impact of colors, symbols and packaging elements on consumer behavior: case study SPA SIPADES “NOUARA”

Abstract

The aim of our research is to study the impact of visual design elements, specifically colors, symbols, and packaging, on consumer behavior in the Algerian market. We focus on examining how these elements influence consumer perceptions and purchasing intentions towards a locally popular product, the Flan from the brand "NOUARA". Employing quantitative methods, including Principal Component Analysis (PCA) and multiple regression analysis through SPSS, our study aims to isolate the individual effects of each visual element on consumer decisions. The obtained results showed that only packaging has a positive impact on consumer perception. Furthermore, both colors and packaging were found to positively influence consumer purchase intention. The analysis revealed that the use of vibrant and appealing colors, in combination with effective packaging design, increased the likelihood of consumers deciding to purchase the product. In contrast, the inclusion of symbols did not show a statistically significant effect on either consumer perception or purchase intention. These findings underscore the importance of strategic packaging and color selection in marketing strategies to enhance consumer engagement and drive sales in the Algerian market.