Use of advertising psychology strategies in packaging design and their impact on the purchasing behavior of products. (A case study on Spiro spathis product packaging).

The product is a set of tangible and intangible elements that provide the consumer with utilization and discretionary functions that satisfy his needs and desires; therefore, the product is not only purchased for its material properties or benefits; rather, it is also purchased for its intangible properties or benefits that are linked to psychological needs, such as a distinctive trade name, fame, or after-sales services. Packaging is the sum of activities concerned with designing and producing the product's packaging and outer cover, and therefore includes the filling and packaging processes. The role of packaging is no longer limited to protecting and preserving the product during its storage, transportation, and delivery to the consumer, but it has begun to perform marketing functions represented in communication and promotion by attracting the consumer and influencing his purchasing decision as a silent salesman. The wide variety of products has led to the need for an effective means of linking the producer and the consumer. Advertising psychology strategies are considered one of the most important policies followed by production organizations to achieve this, as they represent the communication message that links the package to the consumer. Packaging policy is also vital to the success of marketing goods, as it is often an integral part of them and one of the physical elements or components that make them up. Some researchers believe that it is integrated into the promotional activity