"Visual design increases brand engagement by shaping perception, generating emotion, and enabling brand recognition. Brands like Innocent Drinks use playful illustrations and informal typography to strengthen user connection. Their packaging design increases memorability and brand recall among UK audiences. Colour, typography, imagery, and layout influence how people experience a brand. Colour shapes emotional response. Blue signals trust, red activates urgency, green suggests sustainability. Barclays uses blue to build authority, while Oatly uses earthy tones to align with eco-conscious values."
"Typography expresses brand personality. Serif fonts convey heritage, while sans-serif fonts suggest simplicity. The Guardian relies on bold serifs to reflect journalistic weight. Imagery humanises communication. Lush uses unedited staff photos to reflect transparency and ethics. Layout controls attention flow. Clear structure improves user navigation and supports key messages. Emotion, interaction, and aesthetics define how users relate to brands. A consistent, attractive visual identity increases dwell time and click-through rates. Adobe's 2021 research found design-led content holds attention up to 40% longer."
Visual design increases brand engagement by shaping perception, generating emotion, and enabling brand recognition. Colour, typography, imagery, and layout each influence how people experience a brand: colour shapes emotional response (blue for trust, red for urgency, green for sustainability), typography expresses personality (serif for heritage, sans-serif for simplicity), imagery humanises communication, and layout controls attention and navigation. Consistent and attractive visual identities increase dwell time and click-through rates, with design-led content holding attention up to 40% longer. Cohesive visual language translates intangible values into tangible identity, aligning fonts, tones, and structure with brand values.
Read at Business Matters
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