The Influence of Brand Visual Identity on Consumer Perception and Behaviour in the Fast Food Industry

Wong, Wei Yu (2024) The Influence of Brand Visual Identity on Consumer Perception and Behaviour in the Fast Food Industry. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study explores the critical role of visual brand identity in influencing consumer perception and behaviour in the fast food industry, a sector characterised by intense competition and rapid consumer decision-making. By examining fundamental visual elements such as logos, colour schemes, packaging, and menu design, the research investigates their collective and individual impact on consumer trust, loyalty, and purchasing decisions. Through case studies of renowned fast food brands, including McDonald’s, Subway, and Domino’s Pizza, the study highlights how these companies strategically employ visual cues to foster brand recognition, enhance recall, and align with evolving consumer values. It further examines the psychological effects of specific colours and visual designs, revealing how they elicit emotional responses, shape brand associations, and drive engagement. Addressing gaps in existing literature, this research provides empirical insights into the interconnectedness of visual branding and consumer behaviour, particularly in the context of fast food. Findings emphasise the importance of consistency in visual branding strategies, as well as the need for adaptability to align with cultural and demographic differences. Additionally, the study underscores the effectiveness of innovative approaches in leveraging visual identity to differentiate brands, enhance consumer experience, and create long-term emotional connections. The implications of this research extend to marketing professionals, brand strategists, and designers, offering practical guidance on optimising visual brand elements to build trust, improve brand recall, and sustain consumer loyalty in a highly competitive marketplace.