Impact of visual design elements via social media on consumer's perception and purchase intention: case IFRUIT - 100% juice: Agency: Allegorie Group

Abstract

Fruit juices have an important role in the human diet by their contribution of vitamins, mineral salts, sugars. Adapting natural juices in people's life is a strong challenge due to the saturedted market by the artificial juices. We tried to study how the visual design elements can impact consumers perception and purchase intention through a quantitative research approach with a positivist epistemological of hypothetical- deductive type by a data base of 110 respondents, applied to the case IFRUIT 100% where we studied the effect of colors, typography, and image on consumers attitudes. The results obtained indicate that there is a statistically significant effect between the variables studied.