Literature Review on the Role of Packaging in Marketing

Abstract

Modern people's requirements for packaging are more stringent, not only the practical requirements, but also the pursuit of a good visual experience. In particular, the design of colors and patterns often give consumers unique attractive appearance. Under the background, this article summarizes the influence of the packaging in the marketing process in recent ten years, and points out the influence of packaging size, shape, color, pattern design and text ordering on the purchasing behavior of consumers, Pointed out the future direction of the development of the packaging industry, laid the foundation for further research.