How visual complexity signals brand status

Abstract Brands communicate who they are through visual content (e.g., images, videos). How does the visual complexity of such content shape perceived brand status (prestige, luxury)? This research examines two key aspects of visual complexity: edge complexity (edge density and irregularity) and color complexity (hue quantity and dissimilarity). Drawing on computer-vision analyses of over 400,000 visuals and a controlled experiment, the findings show that: (1) edge complexity exerts a U-shaped effect on perceived brand status, such that status perceptions are lowest at moderate levels of edge complexity and higher at low or high levels; (2) color complexity consistently reduces perceived brand status; and (3) these effects operate sequentially through perceived visual curation (how intentionally and professionally crafted a visual appears) and perceived exclusivity (how limited in availability the offering appears). Theoretical, methodological, and managerial implications are discussed.