Manipulating consumers through graphic design: a project about the effects of graphic design on branding and consumer perceptions

Abstract

With improving technologies and production techniques specifications of different products in a category become very similar and design turns into a crucial element to create distinction. To make a difference amongst products, each brand tries to create a common language in all of its visual elements and aims to give a message to the consumer about its identity. Since design is such a significant aspect in branding, can consumer perceptions about a product be manipulated through graphic design? This project focuses on the creation of different identities for a single product and tries to see the results of this production on consumers.