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Visual Taste: The Role of Illustration in Driving Consumerism Among Malaysian Food & Beverage Brands

Author

Listed:
  • Qatrunnisa Shariff

    (Faculty of Art & Design, University Technology MARA Kedah, Kampus Sungai Petani, 08400 Merbok, Kedah, Malaysia)

  • Nur Fathia Saleh

    (Faculty of Art & Design, University Technology MARA Kedah, Kampus Sungai Petani, 08400 Merbok, Kedah, Malaysia)

  • Nuraina Nadiah Rosli

    (Faculty of Art & Design, University Technology MARA Kedah, Kampus Sungai Petani, 08400 Merbok, Kedah, Malaysia)

Abstract

This literature review examines the expanding role of illustration in Malaysian food and beverage (F&B) branding, highlighting its impact on consumer engagement, cultural identity, and brand loyalty. Moving beyond aesthetic appeal, illustrations now function as emotional anchors, cultural storytellers, and economic opportunities for local artists. The review synthesizes emotional design, semiotics, and experience economy perspectives to show how illustrated branding influences consumer perceptions, supports sustainable practices, and transforms packaging and merchandise into collectible lifestyle artifacts. Case examples from Malaysian brands such as ZUS Coffee, Tealive, and Sometimesbyme illustrate how visual storytelling strengthens brand-consumer relationships across diverse demographics. Looking forward, the paper emphasizes the need for empirical research, evolving thematic exploration beyond current kawaii and cultural trends, and the integration of interactive technologies to ensure illustrated branding remains relevant, inclusive, and future-ready.

Suggested Citation

  • Qatrunnisa Shariff & Nur Fathia Saleh & Nuraina Nadiah Rosli, 2025. "Visual Taste: The Role of Illustration in Driving Consumerism Among Malaysian Food & Beverage Brands," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(8), pages 6118-6121, August.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-8:p:6118-6121
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    References listed on IDEAS

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    1. Vicente Casales-Garcia & Ana de las Heras & Amalia Luque & Luis Gonzalez-Abril, 2024. "Sustainable Emotional Design Based on Industry 4.0 for Industrial Nougat Packaging," Sustainability, MDPI, vol. 16(4), pages 1-16, February.
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