Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

1. Introduction

Corporate identity is a broad term for “the set of meanings by which an object allows itself to be understood and allows people to describe, remember, and relate to it.” Visual identity is an integral part of corporate image [1]. Corporate visual identity is the domain of designers, while corporate identity is the domain of organisational theorists [2]. Since the 1960s, the main terms of visual identity include visual identity [3], corporate visual identity [1,4,5,6] and brand visual identity [7,8]. Defined as “all symbolic and graphic elements that express the essence of an organisation or brand” [5,9], it can be considered a symbolic element in a corporate image portfolio [10]. Brand visual identity usually includes essential elements such as name, logo, colour, typography, and slogan, which define the brand’s overall visual style [6,10].

Most of the previous studies studied brand visual identity from the business management perspective and expanded to the impact of visual identity on various fields. Examples include city branding [11], employee satisfaction and building appearance [12], and the impact of visual identity on user-generated branding, corporate branding, and destination branding [13,14]. Ensure cultural consistency [9] and visual consistency [15,16] of the managed brand. Moreover, through the reshaping of visual identity, we can establish a good image for companies and enterprises [17,18] and enhance corporate reputation [19].

In recent years, there has been a significant increase in research on brand visual identity, consumer perception, and consumer attitudes [20,21]. as well as consumers’ perceptions of visual identity form the primary impression of the brand’s visual image [21]. Numerous research papers discuss the perceptual fluency of visual elements [22,23], elucidating how individuals perceive these elements and how this perception influences consumer attitudes and brand development [24].

Research shows that visual identity is a critical factor in shaping consumers’ attitudes towards a company [6,25,26,27]. Colour consistency helps establish brand associations [28] and affects consumers’ brand perception. Logos and slogans have a significant impact on consumers’ attention and perceptions [29]. This is especially true for strategically ambiguous slogans. Brand visual elements, such as logos and fonts, influence brand recognition and consumer memory, thereby shaping consumers’ attitudes towards the brand [30]. These findings expand the understanding of the impact of visual identity on brands [31].

Brand visual identity shapes consumer perceptions, emotions, and behaviors. Elements such as brand logo [8,32], colour [33], name [34,35,36], layout design [37], fonts [38], and other visual components have been proven to significantly affect brand satisfaction [39,40], consumer attitudes such as loyalty [25,41,42], favorability [43], and awareness [44], as well as purchase intentions [45] and social attitudes [46]. Understanding the impact of a brand’s visual identity on consumer attitudes is critical for marketers and brand managers to effectively manage [47] and leverage these visual elements to create positive consumer experiences [44,48,49], and perceptions.

Previous research on organisational-level visual identity literature reviews and discusses the main concepts, themes, and assumptions in organisational-level visual identity [50]. Therefore, this study aims to gain an in-depth understanding of the impact of brand visual identity on consumer attitudes and behavioural outcomes towards the brand through a systematic literature review. Based on the purpose of this study related to BVI analysis, the following research questions were formulated:

• What are the preferences for elements of visual identity?
• What impact do visual identity elements have on consumer perception?
• What impact do visual identity elements have on consumer attitudes?

2. Materials and Methods

Throughout the implementation of the systematic review, the Preferred Reporting Items for Systematic Reviews (PRISMA) guidelines [51] were strictly followed. The PRISMA checklist can be found in the Supplementary Online Materials (see Appendix A). The present review is reported following the updated PRISMA statement, and the review protocol has been registered in International Platform of Registered Systematic Review and Meta-analysis Protocols (identifier INPLASY202450048, doi:10.37766/inplasy2024.5.0048). It consists of four consecutive steps: (1) identification, (2) screening, (3) qualification, and (4) data capture [52]. 2.1 Search strategy; 2.2 Eligibility Criteria; 2.3 Data extraction; 2.4 Study quality assessment; 2.5 Methodological quality [53].

2.1. Search Strategy

• On April 16, 2024, the authors used a comprehensive approach to search for articles related to our research topic. First, we used four electronic databases, including Web of Sciences, ProQuest, Scopus, and Elsevier, to conduct searches. The search strategy was based on recommendations from previous relevant reviews [50] and was guided by experienced librarians and academics. We used the following terms and operators for the abstract search: (brand visual identity OR Corporate visual identity OR visual identity OR brand visual OR logo) AND (consumer perception OR Consumer cognition OR Consumer conception OR Consumer experience OR consumer attitude OR perception OR attitude). The detailed search strategy can be found in the Supplementary Online Materials (see Appendix B). To identify studies that might be included in this systematic review, we carefully reviewed relevant review articles published before April 16, 2024. We then extensively searched all identified articles, utilising Google Scholar and reference lists to ensure all relevant articles were included [54]. In addition, we screened the reference lists of all identified articles for any publications that the initial computer search failed to detect. We ensured comprehensive field coverage and minimised possible biases and omissions [55].

2.2. Study Selection

As shown in Figure 1, the database provides 538 documents, and we obtained another 21 papers through references and Google Scholar. After uploading the search results to Zotero (version X3.8) citation management software, duplicates were removed, leaving 525 unique records. All titles and abstracts obtained through the search strategy for these records were reviewed for eligibility. Excluded were 403 documents irrelevant to the design, review, meta-analysis, thesis, conference, experiment, meeting, patent book chapter, etc., and incomplete English data. After excluding 59 articles that did not involve brand visual identity, packaging, environmental design identity, or face visual recognition, we had 63 documents deemed suitable for full-text review. After a thorough review of all texts, 37 documents that did not address visual design perceptions, were not quantitative, and did not contain consumer attitudes and behaviours were excluded. 34studies based on brand visual identity elements and consumer attitudes were included in the final analysis. A list of studies included in the systematic literature review can be found in the Supplementary Online Materials (see Appendix C).

2.2. Eligibility Criteria

A total of five criteria were developed to identify relevant studies. To be included in the review, (1) the article must be written in English (2) and published in a peer-reviewed academic journal; (3) the research must have a visual design perspective; (4) the research must involve consumers as participants; and (5) the research results should include measurement of outcome data on consumer attitudes or behaviours towards the brand. The entire study excludes research objects that do not involve visual design and measurements that are not from a consumer perspective.

2.3. Data Extraction

The study selection process involves one author (M.Y) uploading the collected literature information to the Zotero reference management software based on title, type, author, and year of publication. Duplicates were removed by the author (M.Y, S.B.Z.A and Q.Y), and studies that dealt with different topics or were not written in English were excluded, as well as conference abstracts, books, book chapters, pilot studies, or papers not published in peer-reviewed journals. In addition, studies with insufficient reporting, unsupervised measurement of technical skill performance, databases, or authors without access to the complete text were also excluded. Subsequently, four independent authors (M.Y., S.B.Z.A, C.H., L.J. and Q.Y.) conducted an in-depth review of the titles, abstracts, and entire text of the relevant articles, and any disagreements were resolved by consensus with the fifth author (N.B.S.) and noted full-text articles excluded and reasons for exclusion. For data extraction, four reviewers (M.Y., S.B.Z.A, C.H., L.J. and Q.Y.) used Microsoft Excel spreadsheets to retrieve data from each study, and a fifth reviewer (N.B.S) verified the accuracy of the data.

2.4. Quality Assessment

The Joanna Briggs Institute critically appraised the collected studies [56], using a checklist to assess the quality of the studies (see Table 1). List of Quality of the studies included in the systematic survey question can be found in the Sup-plementary Online Materials (see Appendix D). The Institute is an international membership-based research and development organisation within the Faculty of Health Sciences at the University of Adelaide [57]. Use the JBI Critical Assessment Checklist to assess the quality of the article. This systematic review assessed the quality of the studies using ten questions, with possible answers to each question being yes, no, unclear, or not applicable [58]. Additionally, explanations for each question are provided to ensure an evaluation of the study.

2.5. Data Items

A list of all 34 studies included in the SLR is shown in Figure 1. The research analysis is divided into three parts: general information (Article, Type of Study, Independent Variables, Mediating Variable, Dependent Variables, Sample Population, Element) [59] (Table 2), research description (hypothesis or research question, measurement items and data analysis methods) [55] (Table 3), as well as survey results and practical impacts (survey results and conclusions related to brand visual identity and practical impacts on brand managers, etc.) [59] (Table 4).

3. Results

A list of all 34 studies included in the SLR is provided in Supplementary Table S1. This section is divided into three subsections: General details and study design – Section 3.1; Validated research hypotheses and data analysis – Section 3.2; Results and managerial implications – Section 3.3

3.1. General Details and Study Design

This SLR includes 34 studies published from 2011 to 2024. Table 3 lists the authors’ general information on publication year, research tools, research methods, independent variables, mediating and dependent variables, sample population, and visual identification elements. There will be six items in 2019 and five items in 2023, which is the largest number. In terms of research methods, there are 13 surveys and 21 experiments. Study samples ranged from 25 [26] to 26,755 respondents [72]. The distribution of sample sizes included less than 200 respondents (8 studies), 200-300 respondents (3 studies), 300-400 respondents (4 studies), 400-500 respondents’ respondents (7 studies), 500-1000 respondents (8 studies), and over 1000 respondents (4 studies).

One of the independent variables is the consumer power state [67], and the other 33 items are visual recognition elements. Twelve of the studies include logo(shape) [3,82], typography, colour [62], typeface [73], taglines [72], imagery [66], Graphic icon [84], and two other items. Scholars have conducted research on the visual identity elements mentioned above. Twenty-two studies on the characteristics of single visual recognition elements, including studies on logo shape (angle, circle) [61,69], complexity [79], naturalness [28], combination [65], and redesign [23] There are a maximum of 15 items. This is followed by research on brand colour perception [62], and association [25].

Intermediate variables are more related to consumer perception, such as perceived deliciousness and health of food [26], brand status [61], sense of authenticity [28], perceived conspicuousness [64], perceived sustainability, perceived credibility [66], competition and warmth [67], brand gender [63], [69,70,77], interestingness and clarity [83], etc., which also involve consumers’ processing fluency of visual recognition [13,65], etc. The dependent variable is mainly about consumers’ attitudes towards the brand [41,62,63,65,68,77,85], favourable [61], brand loyalty [32], attractiveness [84], likability [66], and other emotional reactions [80], as well as consumer preferences [19,67] or purchase intention [42], and behaviour [75].

3.2. Validated Research Hypotheses and Data Analysis

Table 4 lists the research specifications for the studies in the SLR, including the hypotheses or research questions, the items studied, and the data analysis. To test the hypotheses, the number of research hypotheses ranges from 2 to 13, including factors/variables that directly or indirectly influence consumer attitudes towards the brand. Likert scales (32 studies) were used, and most experimental methods will use various methods. For example, a 5-point Likert scale (3 studies), a 7-point Likert scale (25 studies), or a 2-point Likert scale (2 studies). At the same time, a small amount of research involves a 7-point semantic scale, a 5-point semantic differential scale, and a scale of 1 (most associable) to 5 (least associable). Depending on the study’s research method and purpose, the tested items range from 1 study to 77 items.

Considering statistical methods, 16 studies used one-way or two-way ANOVA. Six studies used confirmatory factor analysis (CFA) and structural equation modelling (SEM). A specific study of the name (Chinese), font (ClT), design (CLD), and colour (CLC) of the corporate logo of HSBC’s visual identity elements is conducted through the intermediate variables attitude towards advertising (ATA), company familiarity (CF), company awareness (CR), and affect on corporate image (CI) and corporate reputation (CR). [2] Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and SEM (Structural Equation Modelling) were used for the research results. Statistical analysis and comparison of individually studied visual identity elements and consumer attitudes.

3.3. Findings and Practical Implications

Table 3 presents the findings and conclusions related to BVI, consumer perceptions and attitudes towards visual identity elements, and brand managers’ actual impact. Conclusions Factors influencing BVI consumer perceptions and attitudes towards brand visual elements. Only one study did not contain actual recommendations.

4. Discussion

4.1. Brand Visual Identity Element Preference

First, consumers often have clear preferences for specific visual design elements that influence their opinions and choices [86]. Research indicates that consumers are more likely to embrace biomorphic symbols such as birds, giraffes, or elephants [66]. Natural logos are often preferred over abstract logos. Logos conveying a sense of dynamic movement are more likely to attract consumers’ attention [87]. Additionally, the location and size of logos on packaging and mobile media have an impact on consumer preferences [88]. Consumers prefer stronger brands when the logo is in a higher position; when the logo is in a lower position, consumers prefer weaker brands [89]. However, consumer preferences for logos may vary due to cultural differences, with consumers in different regions having different preferences for design elements [86]. For example, Asian consumers prefer round brand logos and consider graphics with round elements to be good, beautiful, sturdy, and robust [90], whereas Americans prefer angular logos [91]. Research shows that the variation in roundness and angularity in logo design affects consumer preferences [92].

Secondly, colour is critical to consumers’ product or brand evaluation and decision-making [27]. Consumers’ preference for brand colours is affected by various factors such as brand identity, emotional attachment, and cultural cognition [94]. Brand colour selection is crucial in shaping your brand image and establishing brand associations in the minds of consumers. The choice of colour affects brand and corporate image, which in turn affects consumer perceptions and preferences [95,96,97]. Colour saturation is related to customer intimacy and brand image enhancement [98]. Consumers’ evaluations of color combinations are affected by self-interpretation, reflecting how personal self-perception affects color preferences and product evaluations [99]. Therefore, consumers use colour cues to evaluate products and make decisions because colour has the core intrinsic meaning of the brand identity [93]. Consumers from different cultures have different preferences for colour [23,100]. For example, consumers in ethnic restaurants are more likely to choose to use bright colours, and the brand colour should be consistent with the brand positioning [15,101]. For example, McDonald’s yellow gives people a happy and fashionable feeling [25].

Finally, simplicity, symmetry, organic forms, colour selection, and shape consistency influence consumer preferences for layout design. Consumers prefer simple, symmetrical, uniform, and well-proportioned designs [102]. Consistency among brand elements can have an impact on brand effectiveness [61]. Consumers are more likely to choose brands that align with their self-concept and have symbolic meanings consistent with their identity [103]. Furthermore, semantic brand names increase sales compared to alphanumeric names, while phonetic names result in lower sales [104]. Sometimes, consumers mistake foreign brands for domestic ones, resulting in increased preferences. Factors such as the origin of the brand [105], brand names in different languages [106], types of brand names [104], semantic and phonetic features of the brand name [107], consumer experience [94], and brand familiarity [100] will influence consumer preferences.

In summary, consumers’ visual identity preferences are affected by various factors such as design elements [108], income level [109], brand awareness [9], cultural differences [33,110], advertising, and brand equity. Understanding these preferences is crucial for companies looking to create a visual identity that resonates with their target audience and positively impacts brand perception.

4.2. Brand Visual Identity and Consumer Perception

Factors such as fluency, brand quality, personality, and emotion closely influence consumer perception. Research has demonstrated that the ease of processing information, known as perceptual fluency, positively influences brand evaluations [24]. This means that when consumers find it easy to process a brand’s visual information, they are more likely to hold a favourable attitude towards it [111]. Brand personality is another critical factor influencing consumer perception. Research shows that brand personality traits such as maturity, excitement, trustworthiness, and sincerity can significantly affect consumers’ perceptions of the brand [28,112,113]. In addition, the congruence between consumers’ self-image and brand personality also affects brand attitude and loyalty [114].

The style and style of brand visual elements have a significant impact on consumer perception [7,105]. Visual identification helps consumers perceive brand masculinity, femininity, consumer preference, and brand equity [116]. The impact of natural signs on brand personality perception has become a research topic, expanding the research on the visual presentation of brand logos in consumers’ brand personality perception [28]. Natural signs are more popular than abstract signs, significantly affecting consumers’ emotional responses [80]. The shape of a logo plays a vital role in consumer perception, with angular logos conveying hardness and durability, while rounded logos evoke feelings of softness and comfort [80]: logo familiarity and color preference influence brand recall and consumer perception. Furthermore, brand colors influence consumer behavior and brand associations [25]. The rational use of color can highlight product attributes, shape brand image, enhance brand memory, and influence consumer perception [117,118].

Studies have shown that brand name cases (e.g., uppercase or lowercase) [77] and font semantic associations enhance memorability and consumer perception [30]. Handwritten fonts have enhanced consumer perceptions of healthy restaurant brands [73]. The visual component of the brand system has a more significant impact on Asian consumers than on American consumers, emphasising cultural differences in consumer perception [102].

4.3. Visual Identity and Consumer Attitude

Visual identity plays a vital role in shaping consumer attitudes and behaviours. Research shows that consumers from different cultural backgrounds have different views on a company’s visual image, directly affecting their satisfaction [119]. Corporate logos, including elements such as name, colour, and design, significantly impact consumer attitudes towards corporate reputation and image [120]. Consumers’ aesthetic responses to a brand or product are influenced by their ability to understand the meaning of the design, which enhances visual appeal [121]. Visual aesthetics influence consumer perspectives in a variety of ways [122,123,124]. In addition, the visual design of marketing communications, such as layout and colour schemes, can also influence consumers’ perceptions of organisations and joint innovation efforts [125]. Consumers evaluate companies and brands based on their attitudes towards organisational logos, colours, and names [95,126].

Visual identity elements, such as shape, color, and font type, significantly impact consumers’ perception of the healthiness of the product, the high-end perception of the brand, and the shaping of the brand image. Brand visual elements can uniquely identify a brand and influence consumers’ perceptions of brand personality [28]. Flattening or modernising a logo design can affect consumers’ perceptions of the brand image, affecting brand attitudes and updates [127]. Design elements of a logo, such as naturalness, can also significantly influence consumers’ emotional responses and preferences [80]. The descriptive characteristics of a logo can influence consumer responses, especially those unfamiliar with the brand [128]. Flattening or modernising a logo design can affect consumers’ perceptions of the brand image, affecting brand attitudes and updates [129]. Cultural elements embedded in brand logos can influence purchase intentions, whereas consumers’ ethnocentrism and familiarity can influence brand preferences [130]. Graphic symmetry and colour can also affect consumer judgement and brand equity [95,128]. The impact of signage colour and restaurant names on consumer attitudes and purchase intentions highlights the importance of visual identity elements on consumer behaviour [60].

Colour psychology plays a vital role in branding, with consumers focusing on visual colour appearance when purchasing [117]. Using colour in brand building is crucial to express brand differentiation and create an ideal brand image that resonates with consumers [131]. Colour choice can significantly affect brand associations, product evaluations, and loyalty [25]. The importance of brand colour consistency in influencing sponsors’ favourable attitudes and perceived sponsor support must be addressed [62]. In addition, the research discusses handwritten fonts to enhance brand recognition, indicating that the choice of fonts can influence consumers’ perceptions of the brand. Perceptions and participation [73]. Congruence between fonts and destination stereotypes has been identified as a factor influencing the effectiveness of destination signs [132]. The capitalization and handwriting of a brand name also play an essential role in brand perception and attitude [64,63,77].

In addition, in the marketing environment, the linguistic characteristics of brand names also play a crucial role in affecting consumer preference, meaning, memorability, and likeability [133]. Researchers have confirmed the impact of font semantic association on brand recognition and consumer memory [30]. The impact of font semantic associations on brand recognition and consumer memory is essential to visual recognition. Research has developed a conceptual framework that addresses the impact of font semantic cues in marketing contexts, demonstrating the importance of fonts in shaping brand perception and consumer memory [30]. The impact of strategic ambiguity slogans on consumer attention highlights the importance of consumer perception in brand or advertising decisions [29]. Research has highlighted the importance of assessing corporate reputation and brand signature when influencing people’s perceptions of a brand, particularly in the hospitality industry [19]. Brand loyalty strongly impacts emotional attachment to a brand [134].

Visual identity is crucial in shaping consumer preferences and attitudes towards brands. Understanding the nuances of visual identity elements such as logos, layouts, colours, and names is critical for businesses looking to enhance brand recognition and consumer engagement.

4.4. Findings of Brand Managerial Implications

Brand visual identity shapes consumers’ perceptions of a company’s image and values [135]. Managers should consider all aspects of internal visual identity to ensure a cohesive brand visual identity. The logo serves as the core of the brand element and paying attention to the naturalness and adaptability of the elements in brand logo design [80] provides instant recognition for the brand [25,136]. Managers must strategically manage visual elements to ensure consistency with the brand’s values and perceptions [101]. Simultaneously, the brand personality is shaped through visual identification elements, and brand recognition and loyalty are enhanced [31]. Chen’s research further supports this by emphasising the impact of natural logos on brand personality perceptions [28]. When selecting and designing visual identity elements, brand managers should choose appropriate strategies based on product type and target consumer groups [85,96] to create a positive brand experience and perception. In addition, managers should pay attention to understanding the impact of different visual elements on consumers and balance the cognitive fluency of visual identification with consumers’ psychological distance, as well as the emotional resonance between the brand and consumers [137].

5. Conclusions

In this literature review, the author explores the impact of brand visual identity on consumer attitudes and points out the various factors that influence them [132]. They emphasise the key role of visual identity elements in shaping consumer attitudes towards products and brands while pointing out design elements [108], income level [109], brand awareness [9], and cultural differences [33,110] and the impact of other factors on consumers’ visual recognition preferences. In addition, visual identity elements such as corporate logos, colours, names, fonts, and typography have been proven to significantly impact consumer brand awareness, loyalty, familiarity, and favorability [19]. The author also pointed out that consumer perception is an intermediate variable between brand visual identity and consumer attitude [126], including perceived fluency, quality, green consumption, brand image, brand personality, and brand emotion.

However, the author also admits that this review has certain limitations, such as the limited search scope (only Web of Sciences, Proquest, Scopus, and Elsevier), application technology limitations, etc. To better understand the impact of visual identity on consumer behaviour, future research can start with an in-depth investigation of the impact of brand visual identity on brand awareness, brand attitude, and brand reputation [19] and explore the impact of visual components on consumers from different cultural backgrounds. Researchers should investigate the cognitive impacts and conduct additional research on how colours and names influence consumer behaviour in various settings [102]. To fully understand how different visual identity elements affect how consumers perceive a brand [28], the research should also be expanded to include more industries and cultural settings. This will help us to learn more about how these elements affect brand associations and loyalty.