Visual communication as a means of affecting consumer behaviour
Karkonen, Silvia (2014)
HAAGA-HELIA ammattikorkeakoulu
2014
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201501281664
https://urn.fi/URN:NBN:fi:amk-201501281664
Tiivistelmä
Recent technological developments, the widespread use of the internet and the shift to constant connectivity have affected the way people communicate. To some extent, visual messages have started to dominate the world, as people have become more accustomed to receiving visual messages instead of written or verbal ones. Nowadays visual communication is also an integral part of the fast-changing business environment.
The purpose of this study is to provide insights into the field of visual communication and advertising. The study indicates the importance of visual communication for organisations and examines the multiple ways that visual communication can be used to enhance business efficiency. Advantages and benefits of using visual communication are identified and evident examples provided. In addition, this paper joins a growing body of work on the influence of advertising on consumer behaviour by viewing some of the most fundamental characteristics of visual images. Moreover, it demonstrates tactics used by organisations to convince and persuade people to purchase a certain product or service, and explains how culture influences consumer behaviour.
The research is written in a descriptive manner and conducted as a literature review. Therefore, it is based on previous works regarding visual communication and consumer behaviour.
The paper has benefits for both business managers and marketers wishing to improve their communication efficiency by means of visual images. The study provides general information and a global perspective on the use of visual images in a commercial sense.
The purpose of this study is to provide insights into the field of visual communication and advertising. The study indicates the importance of visual communication for organisations and examines the multiple ways that visual communication can be used to enhance business efficiency. Advantages and benefits of using visual communication are identified and evident examples provided. In addition, this paper joins a growing body of work on the influence of advertising on consumer behaviour by viewing some of the most fundamental characteristics of visual images. Moreover, it demonstrates tactics used by organisations to convince and persuade people to purchase a certain product or service, and explains how culture influences consumer behaviour.
The research is written in a descriptive manner and conducted as a literature review. Therefore, it is based on previous works regarding visual communication and consumer behaviour.
The paper has benefits for both business managers and marketers wishing to improve their communication efficiency by means of visual images. The study provides general information and a global perspective on the use of visual images in a commercial sense.