This study explores the role of visual communication in packaging design and its effect on consumer purchasing behaviour, with a particular emphasis on China's food and beverage sector. It specifically examines how cultural symbols, the psychological impact of colour, and the strategic placement of brand logos influence consumer decisions. Employing a mixed-methods approach, quantitative data were gathered via an online questionnaire distributed to 249 respondents, while qualitative insights were drawn from a case study of Mengniu Dairy. Participants were reached through widely used Chinese social media platforms, including Douyin, WeChat, and Weibo. The results indicate that cultural motifs and traditional designs exert the most substantial impact on consumer preferences, followed by colour schemes and logo placement. Collectively, these visual elements accounted for 93.5% of the variance in consumers’ purchase intentions, reinforcing the argument that well-crafted packaging significantly affects buying choices. The findings validate the importance of integrating culturally resonant imagery, effective colour use, and thoughtful logo positioning in packaging strategies. These insights may serve as valuable guidance for companies within the competitive food and beverage industry when developing packaging designs.