The effect of design elements on perception management in cosmetic advertising visuals

This study has been prepared to explain how the visual design elements used in global cosmetic advertising posters shape the perception of the target audience. The influence of typography, color and composition on the first impression formed in the consumer's mind and on brand perception has been examined. Perception management is explained through visual communication, design principles and Gestalt theory. The findings indicate that visual design rules play a strategic role in consumer decision-making. The standardization of idealized beauty representations in posters through repetition leads consumers to identify not with the product itself but with the image presented, which directly affects purchasing behavior. It has been observed that the emotional impact of colors used in advertising posters, the way typography conveys the message and how composition organizes visual hierarchy contribute to this effect. The results show that graphic design has a significant role in forming perception and influencing consumers. Visual elements psychologically enable the consumer to establish a connection with the product. The study aims to provide both theoretical and practical contributions to the fields of visual communication design and marketing. A qualitative research method was used in this study.