Role of Visual Communication in Advertising: A Study of Consumer Purchase Decision Making Behavior

Visual communication is the conveyance of ideas and information in forms that can be read or looked upon. Primarily associated with 2d images, it includes a variety of disciplines: art, signs, photography, typography, drawing, graphic design, illustration, colour and electronic resources. The study was conducted in Salalah, Dofar Governorate of Sultanate of Oman. A focused group of woman consumers was selected for the study. Objectives of the Study: • To evaluate the role of visual communication in advertising and consumer decision making process • To study the impact of visual communication on consumers in product and packaging design A variety of factors affects consumer decision making process while purchasing a product. Research world over has proved beyond doubt that irrespective the visual aspects of presentation of a product, the products brand name stands out as the most influential factor. Visual display is another important aspect influencing purchase decision making. The study reveals that around 75 percent of the respondents consider the shape of the product, packing and style of the product. The other important reason was celebrity endorsement. Finally the product becomes synonymous with the packaging and consumers looks for the packaging decides to buy a product. This symbiotic relationship is critical in the application of the concepts of visual communication to product developed.