Analysis Of Visual Design Implementation In Advertisements Towards Consumer Perceptions Among Baby Boomers And Generation Z

Ong, Li Ting (2019) Analysis Of Visual Design Implementation In Advertisements Towards Consumer Perceptions Among Baby Boomers And Generation Z. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Visuals, graphics, message colors and videos are the key marketing elements that help us to bring out advertising. Advertisement used to encourage, persuade, and inform people about the available substances in the market. There is an issue that advertisements are viewed and read by the wrong market segment. Reaching out the target audience is important by triggering consumer interest through advertising. Hence, the aim of this research was to identify the elements of visual designs used in advertisement for attracting consumer. This paper analyzes the consumers’ perception about their acceptability of elements in visual designs found in advertisements among Baby Boomers and Generation Z. This study had been mainly adopted from the aesthetic theory. Color, shape and form were the focused elements of visual design in advertisements that impact the consumers’ perception. Quantitative data had been collected by using questionnaire. At least 384 respondents who live in Melaka were participated in this research by using convenient sampling techniques. The purpose of this study was to study the relationship between visual design implementation and consumer perceptions towards advertisements in Melaka. The results showed that there had significant relationship between the elements of visual design and consumer perception towards advertisements. In summary, this study highlights the consumers’ perception for advertisements. This paper will benefit to advertiser or marketer for advertising effectiveness with visual design implementation.

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