Beyond the Box: Packaging and Branding as Tools for Differentiation in a Competitive Retail Market

The study's goal was to investigate how customers perceive various design components of milk tea packaging and to provide crucial data for businesses about consumer appeal and the significance of design features from the customer's viewpoint. This study aims to contribute to the body of knowledge already available in the packaging and marketing fields by shedding more light on the psychology of color and its effects on packaging and marketing. It expounds upon several facets of packaging and encapsulates the conclusions of the latest studies carried out thus far, which have examined packaging from various angles. There is an importance in studying and delving into the deep essence of branding and packaging so that consumers notice businesses' packages first and represent the brand. Ensuring that the packaging aligns with the company's brand and beliefs is crucial. The brand's packaging should communicate its goals, core values, and distinctive selling points. The researcher employed the following methods to gather information: (1) analysis, (2) interviews/personal interviews, and (3) validated tool/guide. Qualitative information was gathered from 20 tool replies. The study's findings demonstrated the significance of packaging design in customer purchasing habits. Through the analysis of customer perception, it was discovered that packaging design components including color, graphics, and product details are important since they are part of decision-making and guarantee the customer's focus. Based on the results, it was determined that an effective milk tea package design could be produced through collaboration between the client and the business. Additional studies might examine the design features of various product packaging.