Hossein Din Mohammadi - Department of Food science and Technology, Facultyof Pharmacy, Tehran Medical Sciences, Islamic Azaduniversity, Tehran, Iran
Zeinab Eslahjo - Department of Food science and Technology, Facultyof Pharmacy, Tehran Medical Sciences, Islamic Azaduniversity, Tehran, Iran

Food packaging design is an important element of marketing strategy that can influence consumerbehavior and brand loyalty. The objective of this paper is to review the literature on how foodpackaging design can enhance brand identity and customer loyalty, and to discuss the role ofpackaging within marketing and value creation. The paper covers the following topics: (۱) the role ofpackaging in brand identity, including the concepts of branding and brand identity, the functions ofpackaging as a branding tool, the elements of packaging design, and the effects of packaging onemotional branding; (۲) the ways of enhancing brand identity through packaging design, including theimpacts of packaging on consumer perception, product differentiation, brand recognition, andemotional connection; (۳) the influence of packaging on customer loyalty, including the effects ofpackaging on consumer experience, customer engagement, repeat purchases, and word-of-mouthmarketing; and (۴) the role of packaging in value creation, including the aspects of packaging thataffect perceived value, sustainable practices, consumer expectations, and product information andeducation. The paper concludes that food packaging design is a significant factor that can shapeconsumer preferences and behavior, and that food packaging design research and practice shouldconsider the multiple functions and effects of packaging on consumers and the environment.

food packaging design, marketing strategy, brand identity, customer loyalty, valuecreation, consumer behavior, sustainability