Investigating the effects of consistent visual identity on social media

Abstract

Purpose Although the prominence of social media for companies is widely acknowledged, a close examination of the literature reveals a lack of empirical research pertaining to the effect of consistency specifically on social media. Therefore, the purpose of this paper is to fill the gap in social media communication concerning the effect of consistent visual identity on social media users. Design/methodology/approach The study executed an experiment 2 (corporate visual identity condition) × 2 (organization type) between subjects design to map the effects of consistent visual identity on social media users appreciation of the visual identity, attitude toward the company, reputation and intention to commit to a company on social media. Findings The results of the study indicated the significant effects of consistent visual identity on social media users over the inconsistent conditions of visual identity on all dependent variables. Furthermore, there were insignificant main effects of organization type on general judgment, credibility, distinctiveness and reputation of the company. Practical implications This study presents the effects of consistent visual identity on social media platforms. The research will help marketing academicians, graphic designers and social media practitioners in online marketing by using its practical implications to strategically positioning their corporate brand in a social media environment. Originality/value This study provides novel insights on the impact of consistency on social media users. This is the first study to determine the role of consistent visual identity in the social media environment. It thereby adds to the literature of visual identity by developing the sphere of influence of consistency and its effects toward the user’s attitude.

Metalhead Rising

“…To conclude the data, Koil maintained the consistency of their visual identity, creating an association to the audience's mind. This coincide with one of the most recent study pertaining visual consistency resulting a significant effect towards the audience [13]. The consistency of visual identity can be seen by the application of logo and visual idioms throughout their lines of products.…”

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

“…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].…”

“…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].…”