THE INFLUENCE OF VISUAL DESIGN AND COMMUNICATION IN THE FORMATION OF CONSUMER CHOICES ON BRANDS AND BUSINESS PRODUCTS
Keywords:
Design, Visual, Communication, Consumer, MarketingAbstract
In the modern business era, effective visual design and communication play a crucial role in shaping consumer preferences towards marketed brands and products. This study aims to analyze the impact of visual design and communication on consumer decision-making processes, focusing on case studies of various businesses in Indonesia. Through a literature review and empirical analysis, the findings reveal that aesthetic elements, uniqueness, and consistency in visual design, along with clear, engaging, and brand-aligned messaging, significantly enhance product appeal, build consumer trust, and drive purchasing decisions. These findings provide practical insights for marketers and business practitioners in designing effective marketing strategies by leveraging the integration of visual design and communication.
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