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Impact of Packaging and Labelling on Customer Choice: A Comprehensive Review
Subject area: Biological & Medical Sciences · Area of research: Pharmacy
DOI: https://doi.org/10.64388/IREV9I11-1718078
Abstract
Packaging and labelling have become essential marketing tools that significantly influence customer choice and purchasing behaviour. In highly competitive markets, packaging acts as the “silent salesman” by attracting attention, communicating product information, and creating brand identity. Labelling provides critical information regarding ingredients, nutritional value, manufacturing date, expiry date, instructions for use, and safety measures, thereby enhancing consumer trust and informed decision-making. This review paper examines the impact of packaging and labelling on customer choice across various industries, including food, pharmaceuticals, cosmetics, and consumer goods. The paper discusses different packaging elements such as colour, design, material, shape, size, typography, and sustainability aspects. It also highlights the role of labelling in influencing consumer perception, health awareness, and brand loyalty. The review further explores psychological, cultural, and technological factors associated with packaging and labelling strategies. Recent trends such as smart packaging, eco-friendly packaging, and digital labelling are also discussed. The findings indicate that effective packaging and accurate labelling positively influence customer satisfaction, purchase intention, and repeat buying behaviour.
Keywords
Packaging, Labelling, Consumer Behaviour, Customer Choice, Brand Loyalty, Product Design, Purchase Intention, Marketing.
How to cite this paper
@article{1718078,
author = {Jimeepal, Sanjay, Aryan, Vishal Kumar Bind, Rajdeep Pal; Ashvani Kumar},
title = {Impact of Packaging and Labelling on Customer Choice: A Comprehensive Review},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {9},
number = {11},
pages = {2225-2234},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1718078.pdf},
abstract = {Packaging and labelling have become essential marketing tools that significantly influence customer choice and purchasing behaviour. In highly competitive markets, packaging acts as the “silent salesman” by attracting attention, communicating product information, and creating brand identity. Labelling provides critical information regarding ingredients, nutritional value, manufacturing date, expiry date, instructions for use, and safety measures, thereby enhancing consumer trust and informed decision-making. This review paper examines the impact of packaging and labelling on customer choice across various industries, including food, pharmaceuticals, cosmetics, and consumer goods. The paper discusses different packaging elements such as colour, design, material, shape, size, typography, and sustainability aspects. It also highlights the role of labelling in influencing consumer perception, health awareness, and brand loyalty. The review further explores psychological, cultural, and technological factors associated with packaging and labelling strategies. Recent trends such as smart packaging, eco-friendly packaging, and digital labelling are also discussed. The findings indicate that effective packaging and accurate labelling positively influence customer satisfaction, purchase intention, and repeat buying behaviour.},
keywords = {Packaging, Labelling, Consumer Behaviour, Customer Choice, Brand Loyalty, Product Design, Purchase Intention, Marketing.},
month = {May},
doi = {https://doi.org/10.64388/IREV9I11-1718078}
}