Research into aesthetic trends in advertising and design as a means of increasing consumer appeal of products
DOI:
https://doi.org/10.18533/7zxzsy38Keywords:
advertising, aesthetic trends, design, creative, graphic design, art directionAbstract
This study explores contemporary aesthetic trends in advertising and design and their impact on enhancing consumer appeal. A survey involving 76 participants, including both general consumers and industry professionals, was conducted to evaluate the effectiveness of various design elements. The research employs both quantitative (statistical, correlation, and frequency distribution analyses) and qualitative (consumer opinion representation) methods. Findings reveal that minimalist design, colorful visuals, retro aesthetics, eco-friendly design, abstract and surreal elements, and augmented reality (AR) are among the dominant aesthetic trends. Notably, AR, interactive design, and colorful visuals are perceived as the most effective in capturing consumer attention. The study also highlights the role of color, sound, music, imagery, animation, branding elements, and interactive infographics in shaping brand perception. Among these, sound and music have the most significant impact on consumer engagement. Additionally, the research confirms that advertising aesthetics play a crucial role in fostering brand identity and trust. These insights contribute to the field of marketing and design by offering strategic recommendations for advertisers seeking to optimize visual appeal and consumer engagement.
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