This study aims to explore the role of visual innovation in product packaging design as a strategic tool for enhancing perceived quality and purchase intention among Saudi consumers, through an analysis of the scholarly literature and relevant previous studies. The study is grounded in the importance of product packaging design as one of the most prominent elements of visual communication between the brand and the consumer, and its role in shaping first impressions and enhancing the product’s perceived value. The study adopted a theoretical-analytical approach by reviewing and analyzing Arabic and international literature related to visual innovation, product packaging design, perceived quality, and purchase intention, while identifying key concepts, research trends, and scholarly gaps. The study concludes that visual innovation in product packaging design is an influential factor in enhancing perceived quality and supporting purchase intention, and it also provides a theoretical framework that can contribute to supporting researchers and practitioners in the field of visual design and to developing more effective design strategies.