IJSRP, Volume 5, Issue 4, April 2015 Edition [ISSN 2250-3153]
Eiman Negm, Passent Tantawi
There is a growing recognition that visual design and the concept of aesthetics is emerging as a key marketing element regarding the promotion and presentation of products, services, events, people, ideas, etc. (Köksal, 2013). The aim of this paper was to develop a conceptual framework regarding how visual imagery and design in advertising combining the suggestion of consumers about the processing of visual information in advertising. This paper investigated consumers’ views and opinions about the elements in visual designs found in adverts that impacts viewer’ perceptions. The study reviewed prior research regarding the notion of advertisements and visual designs. An Interview guideline was then developed to question the Egyptian consumers on its application in the market. This study was considered conclusive research, with a cross-sectional design and an exploratory purpose. The variables were identified through the use of semi-structured interviews. Twelve interviews were conducted until the saturation level. The empirical findings indicated that visual designs in advertisements play a major role in influencing and swaying their perceptions. In particular, the research found that a perceptive “matching” of the visual design properties used in ads (predominately visual or verbal) and the consumer segment needs (desiring material to be presented in a visual or verbal manner) appears to be critical. The use of imagery impacts consumers’ perception because it increases recall, enhances attitude toward the promoted matter, and affects behavioral intentions. Visual communication attracts attention since ads have become so complex in its efforts to use aesthetics to seize focus and persuade consumers.