Abstract: The relationship between corporate identity and customers' visual perception of a brand in the graphic arts sector is analyzed. Elements such as the logo, colors, and typography, considered essential in building corporate image, were identified. The research adopted a quantitative, applied approach with a correlational design, using a sample of 108 customers. Data collection was carried out using a 10-item survey that showed high reliability. The results showed a significant relationship between the variables, supporting the importance of design and visual consistency as factors associated with how customers value the organization. These findings were interpreted considering theoretical contributions reviewed and discussed in the study, which allowed contextualizing the relevance of visual identity within previously explored conceptual frameworks. The analysis also acquires relevance in competitive environments, where public perception depends on consistent visual experiences. It is concluded that reinforcing visual identity contributes to improving brand valuation, and therefore it is recommended to implement a structured and sustained graphic proposal.
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