Understanding Brand and Design Aesthetics: An Exploration of Color, Design and Typography

This thesis explores the complexities of evolutionary brand design, focusing specifically on the role of color and typography in brand aesthetics. Using a mixed-methods approach incorporating surveys, group discussions, and demographic analysis, the analysis suggests that color and typography significantly influence brand perceptions and associations. The analysis suggests a general preference for the original aesthetics over altered designs. A difference of preferences emerged between people with and without a design background. The study faced limitations in engaging participants in group discussions about design suggestions, indicating a future direction to develop engaging methodologies…