Document Type : Original Article
Authors
1
Advertising, Faculty of Applied Arts, Helwan University, Cairo
2
Associate Professor- Advertising Department Faculty of Applied Arts- Helwan University Cairo- Egypt
3
Advertising - faculty of applied arts - Helwan Uni
Abstract
In light of the fierce competition in contemporary commercial markets, visual communication has become one of the main tools that brands rely on to distinguish themselves from competitors and remain in consumers' memories. Packaging design is an essential part of the visual communication strategy, as it plays a pivotal role in building the brand's visual identity and influencing consumer behavior. This research explores the role of packaging design in enhancing the visual communication of the Egyptian brand and its impact on the commercial visual identity and consumer behavior in the Egyptian market. The research began by analyzing the various visual elements that make up the packaging design, such as colors, graphics, lines, and images, and how they are used to enhance the visual identity. It was found that using Egyptian cultural, religious, and heritage symbols, such as the crescent, decorations, and shapes, can enhance consumers' connection to the brand and make it more attractive in the local market. Natural colors and harmonious decorations also increase consumers' perception of the quality of the product and contribute to building a solid visual identity. Next, the research addressed the impact of packaging design on Egyptian consumer behavior. The results showed that attractive packaging plays a significant role in attracting consumers' attention and encouraging them to purchase. Packaging that reflects quality through the use of durable and sustainable materials enhances consumers' confidence in the product and increases their loyalty to the brand. The research also addressed the challenges facing Egyptian companies in packaging design, such as balancing costs and quality and keeping pace with global trends toward sustainability. It was found that innovation in packaging design while preserving traditional cultural identity represents an ongoing challenge for companies, especially in light of the diversity of the Egyptian market. Also, sustainability remains an important aspect that companies must consider, as providing environmentally friendly packaging materials requires significant investments, but it enhances the brand's image and increases its attractiveness. In conclusion, the research found that packaging design plays a vital role in the visual communication of the Egyptian brand and significantly affects consumer behavior. The research provided recommendations for companies to improve their packaging strategies by incorporating local cultural elements, focusing on sustainability, and balancing innovation and quality to ensure the brand's success in the Egyptian market.
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