Review of the Role of Brand Identity in Consumer Decision Making

DOI

10.2991/978-94-6463-874-5_113How to use a DOI?

Keywords

Brand identity; Identity function; Symbolic association

Abstract

A large body of empirical research has examined separately how typographic, graphic, and color elements influence consumer perception and preference, yet a systematic integration of their joint effects and underlying mechanisms remains lacking. This review systematically maps out the mechanisms by which brand identity affects consumer decision responses, synthesizing domestic and international findings on the design elements of brand identity (typography, graphics, color). Its goal is to furnish a theoretical foundation for firms seeking to optimize brand identity design and to devise differentiated marketing strategies. The evidence shows that, among typographic elements, letter case, typeface design, and the use of numerals influence brand‑image perception and trust through conversational norms and cultural symbolism, among graphic elements, angular shapes convey innovation traits, circles enhance trust, and symmetry bolsters cognitive stability of the brand, and color triggers emotional and cultural associations (e.g., red stimulates impulsivity, blue conveys calm) via hue, saturation, and value. Future research should address cross‑cultural differences and the impact of dynamic identities on consumer psychology to refine global brand strategies.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Wanxing Luo
PY  - 2025
DA  - 2025/11/03
TI  - Review of the Role of Brand Identity in Consumer Decision Making
BT  - Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
PB  - Atlantis Press
SP  - 974
EP  - 981
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-874-5_113
DO  - 10.2991/978-94-6463-874-5_113
ID  - Luo2025
ER  -