Visual communication

24/11/2023 By Alena Kusá, Anna Križanová, Dávid Vrtaňa, Patrícia Beličková

The Impact of Visual Product Communication on Customers’ Irrational Buying Behaviour

Abstract This paper explores the complex link between visual communication and irrational consumer behaviour, with a particular focus on the context of chocolate advertising for brand communication strategy. In an era characterized by the dominance of digital marketing and communication strategy, the role of visuals in

05/05/2023 By Ladislav Pátík

The Evolution of the Mattoni Brand Logo of the Company Mattoni 1873

Abstract Brand, branding and rebranding are phenomena of today. Brand and brand management are talked about in many contexts today, one of which is the strength and power of the brand. We are currently dealing with a number of branding and especially rebranding campaigns across the

30/11/2021 By Jana Galera Matúšová

Logo as the Greatest Symbol of Brand

Abstract The visual identity of a brand is what comprises a substantial part of its value, as it is the logo and the symbols used by a brand that distinguish it from competition and confer its competitive advantage. Logo can even be perceived as a work

13/05/2021 By Svitlana Pryshchenko

The Art-historical Fundamentals of Advertising Graphics

Abstract Contemporary visual advertising research is impossible without analysis of its art-historical fundamentals. The effectiveness of advertising graphics is defined as the process of communication and semantic perception of visual images. The subject of our study – graphics means in the advertisements of the XIX–XXI centuries.

13/05/2021 By Anna Zaušková, Martin Vanko, Michal Kubovics

Elements of Visual Communication of Educational Institutions on Social Networks

Abstract The use of social networks in 2021 can no longer be described only as a trend of a properly set marketing strategy of entities, brands, or organizations, but as a marketing standard. Nevertheless, it is appropriate to perceive social networks as a unique tool of