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Social Media Images' Visual Complexity Affects Consumers' Perceptions of Brands
- 1 Toronto Metropolitan University, Toronto, Canada
* Author to whom correspondence should be addressed.
Abstract
Visual complexity can be defined as the number of elements in an image or object, as well as the level of detail they convey. The term 'highly visual complex' refers to images that contain a wide variety of elements within their basic visual elements, such as features, designs, and variations. Currently, with the advancement of modern technology and the popularity of social media, brands are paying more attention to their social media images. In order to capture the needs of the market with visual marketing, social media images' visual complexity has become a key concern for brands. In this study, case descriptions with two types of cases that have different levels of visual complexity are performed in order to generate comparisons and analyses. Brands need to judge the level of visual complexity according to their own positioning and design. Consequently, consumers are able to form a more accurate perception of the brand. This is how brands can win the favor of consumers.
Keywords
brand, social media, image, vision, visual complexity
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Cite this article
Zhao,Q. (2023). Social Media Images' Visual Complexity Affects Consumers' Perceptions of Brands. Lecture Notes in Education Psychology and Public Media,5,741-746.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 4
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