Visual Treatments as Means of Visual Communication in Packaging Design to Enhance Brand Identity "An Analytical Study in the Graphic Design Department at the College of Designs and Arts, Taibahu University.

Document Type : Original Article

Author

Faculty of applied arts, Helwan university, Egypt / College of Designs and Arts, Taibahu University.

Abstract

In the context of growing competition among brands, packaging design has become a pivotal tool in visual communication with consumers, evolving beyond its traditional protective function to serve as a means for attracting attention, conveying marketing messages, and building a distinctive visual identity. Packaging serves as the first point of visual interaction, making visual treatments — such as colors, shapes, symbols, and typography — essential elements for expressing the product’s concept and enhancing its appeal.
Packaging reflects the brand’s identity, values, and market positioning, contributing to the creation of emotional connections that foster consumer loyalty. Accordingly, this research examines the design of packaging for Saudi food brands as part of an instructional experience within the course "Graphic Fundamentals for Packaging Design," offered to fourth-year students in the Department of Graphic Design at the College of Design and Arts, Taibah University, for the academic year 1446 AH/2025 CE.
The course combines theoretical explanations with practical applications, focusing on diverse visual treatments and the strategic use of design elements to achieve the desired visual impact and strengthen brand identity. Through an analysis of contemporary design trends, the study highlights the importance of enabling designers to master visual communication techniques, thus fostering the creation of innovative packaging solutions that enhance brand image and consumer engagement, providing practical insights for designers, marketers, and brand developers.

Keywords

References

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