An important component when people form the first impression of a company is visual appearance. The first contact of a consumer with a company and its visual identity is of immense importance because the consumer forms an opinion about the company on the basis of its visual identity. Using renowned theories, in our thesis we have tried to support and confirm the fact that visual identity impacts on a company's image. On the basis of a comparison between two invented visual identities of two companies, we were interested in how consumers accept visual perceptions and what kind of mental picture springs up. We checked the theoretical facts about the influence of the visual identity on a company's image with the help of a quantitative research – a questionnaire. Each company should be oriented towards having a carefully planned and strategically created brand identity. Visual brand identity is a very important part of brand identity because visual perceptions are crucial to most consumers when they come into the first contact with an entity. Visual brand identity should reflect a real brand identity of an organization. With visual brand identity an organization wishes to direct and control an individual’s perception and interpretation and, on top of that, directly influence their impression and judgement about the organization.
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