Impact of Visual Branding on Customers' Perception and Response. Case Company: Restyling Point Oy.

Abstract

In an increasingly competitive market, visual brаnding plays a crucial role in differentiating a company and fostering an emotional connection with its target audience. Understanding how visual elements influence consumer behavior, trust, and loyalty has become essential for businesses aiming to effectively engage their customers and enhance their brаnd identity. This thesis explores the significant role of visual brаnding in shaping customer pеrсеptiоns and responses, specifically focusing on Restyling Point Oy, a Finnish-based company specializing in automotive restyling services. The thesis consists of the theoretical and empirical parts. The theoretical framework for this study integrates concepts from visual brаnding, emotional brаnding, and consumer behavior, emphasizing the psychological and emotional responses triggered by visual cues. The study employs a mixed-methods approach, combining secondary research, which analysed the company’s existing visual brаnding elements, and primary research, which consisted of semi-structured interviews with the company’s clients. The findings were analysed through thematic analysis, revealing how visual elements such as logos, colours, typography, and imagery shape customer emotions, trust, and purchasing decisions. The research results indicate that visual brаnding plays a significant role in evoking positive emotions, establishing trust, and influencing customer loyalty. However, there is room for improvement, particularly in refining the logo design to align it more directly with the company’s core services. Additionally, increasing visual content, such as images and videos across digital platforms, to engage customers more effectively. Further research is suggested to explore how brаnding evolves over time and how digital brаnding influences consumer behavior.