Visual Marketing and the Science Behind Brand Identity and Consumer Attention

EPISODE OVERVIEW Barbara Kahn and Elizabeth (Zab) Johnson explore the growing role of visual marketing and neuroscience in shaping brand identity and consumer behavior. They also discuss how visual elements—such as design, color, packaging, and digital presentation—affect attention, perception, and decision-making in retail and marketing environments. They explain how the shift to an omnichannel world has made consistent visual branding more important than ever, and how insights from neuroscience, including attention, fluency, and eye-tracking data, help marketers better understand what captures and holds consumer interest. The conversation outlines a framework for how visual features influence emotional response, brand recognition, and ultimately product choice across both physical and digital touchpoints.

PODCAST OVERVIEW Every day, business scholars answer pressing questions in their research - but what do their insights mean for you? In this podcast, Wharton faculty dive into what inspired their studies and how their findings resonate with the world today. Learn how research insights translate into knowledge you can use, with host Dan Loney.

Learn more at http://whr.tn/rippleeffect.

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