Aesthetic Analysis on The Impact of Visual Elements in Print Advertisement with Reference to Packaging of Consumer Products

Abstract

The purpose of this paper is to explore the effects of aesthetic elements as factors in the creation of attractive promotional visuals which are intended to arrest the attention, interest and desire of the consumer, thereby prompting the consumer to act by patronizing the goods on offer. Aesthetic impact of an advertising image on consumers is analyzed based on factors related to colour, text, illustration and format. Some consumer products were selected and used in assessing consumers' reactions toward their aesthetic appeal on the sampled population. Data collected was analyzed and graphically presented. The conclusive part of this article highlights the fact that, the work of the Graphic Artists who create advertising visuals and design packages is not dependent on accident for it to achieve the aesthetic appeal required by the promoting company. The artists carefully and deliberately plan and execute their work using purposefully selected media and calculated choice of visual elements to evoke the kind of mood intended to appeal to the target consumers