THE IMPACT OF VISUAL DESIGN ON CONSUMER ENGAGEMENT: A SYSTEMATIC REVIEW OF THE LITERATURE ON MODERN MARKETING CAMPAIGNS
Kata Kunci:
Visual Design, Consumer Engagement, Marketing Campaigns, Digital Age, Marketing StrategiesAbstrak
The digital age has changed the nature of marketing with a visual style being more and more critical in consumer engagement. On the other hand, some artful and mysterious designers of that time may argue that the emphasis on visual design is palpable and might steal the entire show from other marketing strategies. The research tries to see the connection between visual design and consumer engagement through a thorough analysis of modern marketing campaigns, a systematic literature review being the tool used. This study will investigate the most recent research in the subject area, will isolate the main themes and trends, and finally will elaborate the best sustainable visual design that can lure the customers into a specific brand. The sources are taken from the Scopus database and several countries that addressed the impact of visual design on consumer engagement in modern marketing campaigns, ultimately compiling. The feedback can support the conclusion that digital display is the essential element of modern marketing that has an unquestionable role in the customer being active. Although planning the traditional marketing way is still a must, a design as the main goal can regulate the customer's interest, memory of the brand, and the total efficiency of the campaign. The insights provide a better understanding to reconsider the marketing strategy in order to be in line with the traditional form of visual design but at the same time to be focused on other parts of the marketing mix. Additionally, they offer marketers the knowledge they need to perform practical tasks as well as the opportunity to look into the future for an intense research field.
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