Business Communication Through Packaging Design: A Consumer-Centred Study

Packaging is more than a protective shell: it is a critical communication channel between brand and consumer. This paper investigates how packaging functions as a business-communication tool from a consumer-centred perspective. Drawing on semiotics, sensory marketing, and experiential consumption theories, the study uses a qualitative methodology—semi-structured interviews and focus groups with diverse consumers—to examine how packaging elements (colour, typography, imagery, materiality, shape, and information architecture) influence perceptions of brand meaning, product quality, trust, and purchase intention. Thematic analysis reveals that consumers interpret packaging through three overlapping communicative pathways: symbolic/identity cues, functional/ informational cues, and sensory/experiential cues. The findings show that effective packaging design aligns these pathways with brand strategy and consumer expectations and that mismatches (e.g., premium cues on a low-quality product) can erode trust. The paper concludes with managerial implications for packaging strategy, design guidelines for consumer-centred communication, limitations, and directions for future research. Keywords: Packaging design; business communication; consumer-centred; semiotics; sensory marketing; qualitative research; thematic analysis