Have you ever wondered why, among the vast array of brands, you are drawn to the same ones? It's not just about product quality and prestige. Sometimes we chase after an item and are ready to spend half our salary on it, only to realize later, after stepping away from the euphoria, what we have 'done.' Brand designer Matvey Litsisas explained why we tend to choose certain products, whether they are new jeans or coffee packaging. It turns out, it all comes down to meticulously thought-out visuals.
Pleasing to the Eye and Awakening the Imagination
It acts on the buyer almost hypnotically, although we never think about it for a second. "The brand's style directly influences how we buy. This happens much more subtly than we usually think. A person reacts to an image faster than they can realize the motive. We do not have time to formulate a thought, but we already feel trust or, conversely, distance ourselves. This is the power of visual language," says the expert.
From Emotion to Purchase — One Step
The visual style works as an emotional filter. Color, rhythm, composition, saturation, light, texture, movement, emptiness, or density. All these elements evoke automatic reactions. A calm palette reduces tension, bright colors enhance engagement, textures create a sense of level, simplicity gives a sense of accessibility. We make decisions not because words convinced us, but because the visual signal matched our internal state or an image that resonates with us. "It is particularly noticeable now that brands use visual techniques to shape behavior. If you need to create a sense of technology, strict forms and clean surfaces are chosen. If you want to evoke a sense of creativity, warmth, associations, and artistic elements are added. If it is important to emphasize energy and speed, contrast, dynamics, and noticeable accents appear. Essentially, the visual system predefines the emotion in which a person will make a purchasing decision," continues the designer.
Age Restrictions
Another important aspect is adaptation to age groups. In one communication channel, a brand may speak in a calm, structured language to be understandable and reliable for an older audience. In another channel for youth, the visuals become brighter, faster, bolder. This is not a contradiction. It is a necessity. People of different ages literally see the world differently, and if the brand's language does not align with this perception, it simply will not work. The purchase begins with recognizing oneself in the picture. If the visual reflects the inner world of the audience, the chances of sale increase sharply.
Not Magic, But a Precise Strategy
All these nuances are handled by "specially trained" individuals, art directors. They can attract buyers not only during the sales season but also in the "dead" season when revenues usually drop. "When the visual style is assembled accurately, it works almost unnoticed. No one thinks about why it feels calm to look at the packaging or why the product seems reliable. It is simply felt. And this is the answer to the question of how visual style influences purchases. It does not pressure or convince directly. It creates an emotional state in which a person is already ready to say 'yes.' This is a quiet influence that is stronger than any words," concludes the brand designer.
