Review of the Role of Brand Identity in Consumer Decision Making

A large body of empirical research has examined separately how typographic, graphic, and color elements influence consumer perception and preference, yet a systematic integration of their joint effects and underlying mechanisms remains lacking. This review systematically maps out the mechanisms by which brand identity affects consumer decision responses, synthesizing domestic and international findings on the design elements of brand identity (typography, graphics, color). Its goal is to furnish a theoretical foundation for firms seeking to optimize brand identity design and to devise differentiated marketing strategies. The evidence shows that, among typographic elements, letter case, typeface design, and the use of numerals influence brand‑image perception and trust through conversational norms and cultural symbolism, among graphic elements, angular shapes convey innovation traits, circles enhance trust, and symmetry bolsters cognitive stability of the brand, and color triggers emotional and cultural associations (e.g., red stimulates impulsivity, blue conveys calm) via hue, saturation, and value. Future research should address cross‑cultural differences and the impact of dynamic identities on consumer psychology to refine global brand strategies.