Impact of Graphic Advertisement on Consumer Behaviour

Pranjal Harishkumar Vanjani

doi:10.36948/ijfmr.2025.v07i03.46358

Impact of Graphic Advertisement on Consumer Behaviour

Author(s)	Ms. Pranjal Harishkumar Vanjani
Country	India
Abstract	Graphic ads have become a major influence on consumer behaviour across sectors and demographics in an environment going more and more visually orientated. The great influence of graphic advertisement design elements including imagery, typeface, colour, layout, and symbolism on consumer psychological and emotional reactions is investigated in this paper. Analysing consumer responses to different advertising campaigns helps the study to investigate how visual cues might affect attention, memory retention, brand perception, emotional involvement, and finally purchase decisions. The paper offers a thorough knowledge of the processes by which graphic advertising influences consumer psychology, visual communication, and marketing studies by combining multidisciplinary fields including these areas. Emphasising their applicability to modern advertising practices, it addresses major theories including the Elaboration Likelihood Model, Gestalt principles, semiotics, and the AIDA model. The study also includes case studies of effective marketing campaigns including Nike's empowering visual narratives, Apple's minimalist product promotions, and Coca-Cola's "Share a Coke," to show how strategic design use can dramatically change consumer attitudes and behaviours. Apart from analysing conventional media, the study focusses on the development of graphic advertising in the digital era, so stressing the increasing importance of tailored, targeted visual marketing on social media channels. The results show that graphic ads are active agents in building brand identities, influencing consumer aspirations, and so supporting cultural values rather than only passive information carriers. This paper emphasises the great relevance of careful graphic design in advertising by combining theoretical ideas with practical implementations. It comes to the conclusion that in the saturated markets of today, brands who properly use the emotional and cognitive capacity of images can attain a sustainable competitive advantage. In the end, this study adds to a better academic and practical knowledge of the symbiotic interaction between graphic advertising and consumer behaviour, so benefiting academics, designers, and businessmen equally.
Keywords	Graphic Advertisement, Consumer behaviour, Market, Social Media, Business, Development of Graphic Ads.
Field	Business Administration
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-05-29
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.46358
Short DOI	https://doi.org/g9mn66

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Impact of Graphic Advertisement on Consumer Behaviour

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