From logos to loyalty: How visual identity shapes brand perception
By Seun Johnson
Considering the rate of saturation in the market, where consumers make purchasing decisions within a split second, brands have the tendency to make or break their reputation through their visual identity.
From iconic logo design to the disastrous packaging and clashing of colour combination, a brand’s successes and failures are often etched in the canvas of its visual identity.
According to experts, a brand visual identity is a set of elements that distinguish a brand from its competitors and help consumers identify it. It includes visual aspects like a logo, color scheme, and typography, as well as the way a brand communicates with consumers.
A brand’s visual identity has the capacity to shape consumer perception by communicating the brand’s values, personality, and message. It can also help consumers recognize a brand and build trust.
Not only that. Visual identity introduces the brand and evoke instantaneous feelings in the minds of audiences. A minimalist logo might signal simplicity, while vibrant colors can convey energy. However, consistency across these elements bolsters recognition and reinforces desired perceptions.
According to Adebisi Peters, Associate Consultant and production lead, Chain Reactions Africa, Visual identity is the aesthetic feel of the brand. It is like a lever or something that can propel the brand itself. He stated this while sharing insights with MARKETING EDGE on the importance of brands visual identity.
“It helps the brand stands out especially in a saturated market. It also gives the brand a unique voice. A good and well-perceived visual identity can help the brand use different strategic ways to maintain relevance over a long period of time. When people get used to a certain feel, look or tool of a particular brand, it gives it relevance for a period of time.
“Also it puts a stamp on audience mind because they know that they are seeing something in one direction. So visual identity shapes brand perception as it highlights a brand amid saturated market. It gives a brand a unique tone and also allows brand to maintain relevance over a period of time,” he revealed.
Similarly, industry report shows that when consumers repeatedly see brand’s visual identity, it strengthens their memory associations. In other words, they are more likely to recall the brand when making purchasing decisions. For instance, Coca-Cola’s red and white colour scheme is instantly recognisable to many people.
Additionally, brand recognition fosters consumer trust. Once a brand is easily identifiable to consumers, it creates a sense of familiarity. It is this familiarity that makes them more likely to choose a product over its competitors, as they feel more comfortable with what they know.
It is, however, crucial that all visual elements align with brand values consistently. Any misalignment between design and values will not only confuse or alienate the audience but also lead to a strategic summersault.
RECOMMENDED ARTICLES
Comment
No comments found.