AESTHETIC EFFECTS OF BRAND IN ENHANCING CUSTOMERS’ AFFECTION IN FMCG PRODUCTS

Abstract

This thesis discusses consumer response toward the product due to its aesthetic elements. Aesthetics and semantic aspects are emphasized in this work. The interaction between cognitive and affective response is considered. The role of aesthetic visual effects and other sensing elements is examined through the response of customers toward these elements. The fast moving consumer goods are sold quickly and at relatively low cost which requires to be managed with the actual great styling and semantic behavior. In concluding the thesis, elements in brand of FMCG and their attraction to customer enhanced by aesthetics and visual production is considered.