A Systematic Review of Design Factors Affecting the Consumer Behavior

Background: Consumers play a vital role in the market because they decide whether to purchase a product. This study aims to identify the design factors that influence consumer behavior. We hypothesize that design is a key factor that collectively shapes purchasing preferences and brand loyalty. Materials and methods: The study was conducted using Google Scholar, Scopus, Elsevier, ProQuest, and ACM Digital Library from January 2013 to December 2023, employing various combinationsof the following keywords: Visual Design, Packaging, and Consumer Behavior. The research was derived from the findings of 18 articles out of a total of 5,290 articles obtained through a keyword search. Results: The results showed that the design factors, including color, photos or images, and shape, influenced the consumer behavior in purchasing a product. In addition, eco-friendly packaging has a big impact on the younger generation. However, the productlabel influences consumer preferences. Conclusion: The design, functionality, and aesthetic appeal of food and beverage packaging are fundamental factors that influence consumer behavior, acting as both a protective measure for product quality and a persuasive tool for market engagement.