Social Media Images' Visual Complexity Affects Consumers' Perceptions of Brands

Visual complexity can be defined as the number of elements in an image or object, as well as the level of detail they convey. The term 'highly visual complex' refers to images that contain a wide variety of elements within their basic visual elements, such as features, designs, and variations. Currently, with the advancement of modern technology and the popularity of social media, brands are paying more attention to their social media images. In order to capture the needs of the market with visual marketing, social media images' visual complexity has become a key concern for brands. In this study, case descriptions with two types of cases that have different levels of visual complexity are performed in order to generate comparisons and analyses. Brands need to judge the level of visual complexity according to their own positioning and design. Consequently, consumers are able to form a more accurate perception of the brand. This is how brands can win the favor of consumers.