Graphics of spice packaging on Sri Lankan supermarket shelves

Abstract

This study investigates how graphic design elements in spice packaging—specifically color, typography, and imagery—enhance product visibility and differentiation in Sri Lankan supermarkets. With over 20 competing brands and 40 spice varieties sharing limited shelf space, the study addresses a gap in packaging design literature by examining local visual strategies in a densely saturated retail context. This study employed a two-phase qualitative approach: a deductive phase that applied design criteria from existing literature to guide analysis, and an inductive phase involving field observations in Moratuwa supermarkets to identify context-specific packaging patterns. Using a coded visual analysis of 30 packaging samples, the study identifies how high-saturation colors, legible typography, and product-focused imagery improve visibility across consumer shelf zones (recognition, buy, curiosity). Findings reveal that high-saturation colors, clear multilingual typography, and selective imagery enhance product visibility across supermarket shelf zones. Local spice packaging predominantly uses analogous color schemes—reds, yellows, and browns—with some incorporating green accents for contrast. Most employ white or black text on red or yellow backgrounds to ensure legibility. Imagery is inconsistently applied: 54% include product photographs, while 40% use none. Transparent PET packaging further supports brand differentiation by showcasing authenticity. The study underscores graphic design’s strategic role in FMCG environments and calls for further research into how localized design influences consumer perception in South Asian markets.