A Study on the Relationship between Brand Design Elements and Consumer Perception in Digital Media

Abstract

In the era of digital media, the relationship between brand design elements and consumer cognition has become increasingly close and complex. This paper establishes the relationship between consumer cognition on the basis that brand cognition consists of brand image cognition and brand value cognition, and puts forward three hypotheses to construct a model of the relationship between brand design elements and consumer cognition, and completes the reliability test and validity test. The VI, BR, BP, and BS components of brand image design all significantly enhance brand awareness, with standard regression coefficients of 0.515, 0.502, 0.488, and 0.476, respectively. Within brand value perception, BL, BT, PQ, and PV significantly influence purchase intention, with standard regression coefficients of 0.465, 0.412, 0.345, and 0.287, respectively. Meanwhile, enhancing brand image is an effective way to improve the perception of brand value. Brand managers should pay comprehensive attention to brand image design elements, brand value perception and the intrinsic connection between the two, and enhance consumers' brand perception and purchase intention by optimizing the brand visual image, actively managing word-of-mouth, shaping the brand personality, and enhancing brand loyalty and other suggestions.