Over the course of my first semester, I experienced an in-depth exploration of various aspects of branding. The initial exploration of basic definitions formed the foundation on which a complex understanding of the multifaceted world of branding developed over time. It became clear that branding is far more than just a visual concept – it is a comprehensive interplay of psychological, historical and design elements.
Delving deeper into the psychology of branding revealed how profound the emotional connection between consumers and brands is. The targeted influencing of emotions through the choice of color was clarified in the further analysis, in particular through the application of color psychology in marketing and branding. Here it became clear that colors are not just aesthetic decisions, but have a decisive influence on the perception and interpretation of a brand.
The historical perspective opened up a view of the evolution of branding, which helped me to better understand its importance and relevance today. Analyzing best practice examples, including giants such as Nike, Starbucks and Coca-Cola, allowed me to extract concrete applications and successful strategies in branding. The effect of fonts on brand communication was examined in depth in a separate study and finally focused on the integration of typography into the overall brand identity.
My question „How does branding play a pivotal role in shaping and influencing the visual identity of brands?“ was illuminated on various levels in the course of this multi-layered examination. It became evident that branding is not just an aesthetic practice, but a strategic decision that permeates and shapes the entire visual appearance of a brand.
Outlook for next semester:
In the coming semester, I intend to intensify my research by conducting a comprehensive survey. The focus will be on capturing current opinions and trends in branding and integrating the findings into my Master’s thesis. The survey will be conducted online in order to reach a broader and more global participant base.
Some possible questions that could be included in the survey:
- How much does the visual identity of a brand influence your decision to buy a product or service?
- To what extent does the appearance of a brand play a role in forming your opinion of its products or services?
- What colors appeal to you most when it comes to brands, and why?
- To what extent does the design of a website or packaging influence your perception of and interaction with a brand?
- What importance do you attach to the font (typography) of a brand?
- Do you believe that a consistent use of fonts improves the brand experience?
- How much does the visual consistency of a brand influence your loyalty to that brand?
- How important is it to you that a brand communicates its brand promise visually?
These questions are intended not only to capture the preferences and opinions of the participants, but also to gain deeper insights into the psychological and emotional connections between consumers and brands. The results of the survey will form an important basis for further research and further enrich my master’s thesis.
