Introduction: this study analyzes the role of packaging as a strategic device for visual communication and persuasion at the point of sale in the retail channel in Cuenca, within a context of high competitiveness for local SMEs. Objective: the objective analyzes how product presentation, through its semiotic material, morphological functionality, and information architecture, influences consumer perception, evaluation, and purchase decisions. Methodology: a descriptive-analytical qualitative approach with a non-participant observation structure was adopted, applying 100 observation sheets across different food categories (yogurt, granola, ice cream, bottled water, and cold cuts) and at points of sale segmented by socioeconomic level. The analysis was developed using open, axial, and selective thematic coding, ensuring rigor through triangulation and standardization of instruments. Results: the results show that packaging acts as a "point-of-sale activator," reducing information asymmetry and operating as a heuristic for trust, health, pleasure, or convenience, depending on the category. The transparency of the material, ergonomics, resealable systems, and the nutritional traffic light system emerge as critical variables in the decision. The discussion confirms that packaging functions as a cognitive and symbolic mediator, activating rapid or reflective evaluation processes depending on the level of product involvement. Conclusion: packaging constitutes a strategic competitive advantage for SMEs, integrating aesthetic perception, functionality, and informational clarity as decisive axes in visual marketing in emerging markets. General area of ​​study: Marketing. Specific area of ​​study: Branding and merchandising. Type of study: Original articles.