Brand identity and consumer perception in graphic design

The study aims to examine brand identity and consumer perception in graphic design. In this direction, firstly, the concept of brand, its characteristics, basic components, consumer types and their effects are discussed. In the next chapter, graphic design is explained, design principles, steps and the effect of graphic design on brand personality are explained. Afterwards, the interaction of brand identity and consumer perception with graphic design is evaluated with the new application areas of graphic design with the development of brand personality and consumer perception. Branding is the popular concept of markets in our age. In general terms, a brand is a name, term, word, symbol, design, sign, shape, color or various components thereof used by a group of producers to identify, promote and differentiate their goods and services. The brand has gained a more contemporary concept that dates back centuries and can be applied to products, services, businesses, non-profit organizations and countries. Brands are an important element in consumer perception of today's markets. While consumer knowledge and trust are two important elements of brand and brand identity, they are also the basis for creating a brand that builds good relationships with consumers. Brand identity is created by reflecting personality traits in brands that enable consumers to distinguish between various brands. Whether it is a product brand or an organizational brand, the business needs to decide what personality traits its brand will have. Designers need to be very careful when creating brand personality. Because the meaning of a brand in the consumer's life stems from the positioning of the brand and the image it creates, and the image that the brand will create in the consumer depends on the brand identity. Today, brand personality is an important factor in the preference for certain products and services. Most consumers perceive the brand as their own image and feel dependent on that brand. When people recommend products or services to others, they unconsciously recommend brands to other consumers and this is seen as a symbol of importance for them. The meaning of a brand in a consumer's life depends on its positioning and the image it creates. The image that the brand creates in the consumer also depends on the brand identity. The main purpose of this thesis is to make a general literature review about brand identity and to reveal what role it plays on the consumer. This thesis aims to conduct a general literature review on brand identity and to see how it affects consumers.