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3. Aesthetic Influence on Consumer Behavior

  • 2025
  • OriginalPaper
  • Chapter
Published in:
Author
Carmela Donato
Published in
Eco-Label Visual Design and Sustainability
Publisher
Springer Nature Switzerland

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Abstract

The chapter delves into the complex relationship between aesthetics and consumer behavior, highlighting how aesthetic dimensions such as complexity, novelty, and balance influence consumer preferences and decisions. It explores the concept of fluency, which refers to the ease with which information is processed, and how this cognitive process impacts aesthetic judgments and brand perceptions. The chapter also discusses the practical implications of these findings across various marketing contexts, including product design, retail environments, advertising, and branding. By understanding the psychological mechanisms behind aesthetic appreciation, marketers and designers can create more effective and engaging visual experiences that resonate with consumers.
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previous chapter Eco-Label as a Sustainable Communication Tool
next chapter The Effect of Eco-Label Logos Visual Design on Consumers’ Sustainability Perceptions: An Empirical Study
Title
Aesthetic Influence on Consumer Behavior
Author
Carmela Donato
Copyright Year
2025
Book
Eco-Label Visual Design and Sustainability

Print ISBN: 978-3-031-82760-0

Electronic ISBN: 978-3-031-82761-7

Copyright Year: 2025

DOI
https://doi.org/10.1007/978-3-031-82761-7_3
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