The Influence of Visual Elements in 100% Nut Packages on Consumer Purchase Intention

The nut market in China is growing quickly with the rise of the health consumption trend.But the market is still in the early stage of industrialization.Product similarity is getting worse.Many nut brands develop products using the term '100% nuts', But there are limits in showing clear differences between products.This study examines the packaging design of '100% nuts' products.It also analyzes how visual elements in packaging design affect consumers' purchase intention.The purpose is to suggest better packaging design to increase purchase intention.The study focuses on the top six '100% nuts' products on Taobao, China's largest online shopping site.The packaging design was analyzed based on logo, color,