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How visual identity affects the perception of consumers
The visual component plays a significant role in perception. Through the organs of vision, people read new images, analyze them, and form their attitudes toward them. This feature allows you to influence the audience through the image, laying in it the necessary ideas. Visual identity, which is a combination of elements that identify the company and symbolize its values and benefits, helps in this.
The concept is based on the uniqueness of the brand, and the main elements of corporate identity are spelled out in the brand book. Identity provides an opportunity to distinguish the company from others, increase its recognition and attract the attention of consumers.
When creating a visual, it is important to focus on a number of factors:
- integrity: each element of the identity should be close to the target audience, and the design as a whole should have a common message and evoke the right emotion;
- consistency and clarity: corporate identity should be recognizable, and the design should be clear to consumers
- relevance: brand identity should not depend on trends, but remain interesting to consumers, even after years
- adaptability: the image should be easy to reproduce on different media – both digital and printed.
Identity should reflect the main values of the brand, and its mission. Its visual component is a logo, corporate colors, fonts, font pairs, illustrations, icons, and others. In this case, all elements are important, their combination creates a single image of the company, which is close and recognizable to consumers.
Advantages of using visual identity:
- It reinforces the impression of the brand, making the attitude towards it more definite and clear. Visuals can mitigate some consumer dissatisfaction, but if people do not perceive the logo or its elements, then it will be difficult to develop positive emotions and increase trust in the company.
- Uniqueness. If the brand identity differs from other companies and reflects the main objectives of the business, then the consumer will be able to identify it faster and distinguish it from competitors.
- The visual should be understandable and close not only to the audience but also consistent with the company’s products. It is important that the logo, typography, and color scheme are developed under a common idea and as if complementary to each other.
- All elements of the visual identity should be consistent, each new component will reinforce the positive experience that was formed earlier. A strong lineup helps develop trust in the brand, convincing consumers of its reliability.
The first thing to start developing a vision is to look again at the mission and goals of the business. The visuals should be a harmonious continuation of the brand’s key messages. But they need to be succinct – an image overloaded with meaning and design will be difficult for consumers to perceive.
It is important to know one’s target audience, to match their expectations and values. Identity should give people what they are missing in the positioning of the company or in the process of product promotion.