IMPACT OF THE VISUAL DESIGN LANGUAGE OF SOCIAL MEDIA ADVERTISEMENTS ON CONSUMER PERCEPTIONS

Abstract

There are plenty of ways to promote or sell a product, service, idea or an event, and only recently, there has been a surge in research that proves that visual aesthetics and design play a vital role in making an advertisement appealing or attractive to the consumer to buy or use.

The key purpose of this paper is to establish the principles or a framework that an advertiser keeps in mind while trying to appeal to the consumer’s perception of a brand offering. It shows how important visual design and imageries are in impacting the minds of the consumer. The people in the market are smart and they are able to identify the elements and traits in a design that makes it more appealing to them. And therefore, if a product’s communication appeals to its consumers, they are bound to purchase the said offering. Hence this study becomes very important for the brands, advertisers and the marketing industry as it tells them what makes their communications more attractive to their customers. Thus, the paper investigates how a customer’s opinion impacts their perception about the visual designs presented in the study.

The study allows the people of the sample group to pick their favoured design out of the options given based on a particular principal of design. The sample group is henceforth tested on various other principles of design theory and hence we establish the level of understanding the group possesses towards design and aesthetics of any product.     

The findings from empirical analysis indicates that visual designs of various ads tend to play a vital role when it comes to swaying the perception of consumers.

In was particularly observed in research that perceptive “matching” of target segment needs (desiring product being presented in a visually pleasing manner) and visual properties utilized in adverts (verbal or visual predominately) seems to be vital.

The utilization of images/visual design has an impact on the consumer’s perception as it is able to uplift recall value, motivate their attitude toward company’s promoted objects, and therefore harness their psychological intentions. Visual communication grabs attention as adverts have become so meta and complex in its efforts to use design & aesthetics to persuade customers and seize their focus.