Emotional brand identity: research and survey study focusing on emotional responses to visual identity designs

Official URL: http://192.168.1.20/record=b1500473 (Table of Contents)

Consumers' royalty to brands is based on the success of the visual identity. Visual identity design is the most important element in branding, which creates a communication between consumer and brand. The important fact that there are many competitors in the market and in order to be memorable and effective among other brands there should be a special connection that reflects brand identity. In this context, an experience about the brand can be embedded to consumer's mind by transforming brand into a sensible situation and evoking emotions. The role of emotional responses for consumer behavior was studied focusing on several aspects like consumption, satisfaction, purchase process etc., also visual perception within advertising. The influence of the graphic design elements of a brand on customer perception was also studied through many researches although these studies weren't mostly focused on emotional reactions. This study aims to examine the ability of visual identity designs to evoke specific emotions on consumers and associate these emotions and designs with products. For this research, a survey study was conducted by only using design elements exclusive of content information to measure the effect of designs without any other impact on their decisions. The survey study was held among university students from various majors. These results were analyzed by comparing majors and emotional responses because of another purpose of this study. It aims examining the influence of different disciplines on customer's emotional responses, also any possible correlation between major differences and emotional perceptions.