From Palette to Purchase: A Systematic Review of Color and Form in Corporate Visual Identity Design and Their Effects on Consumer Purchase Intentions

Abstract

Background: In an era of digital saturation and brand proliferation, the strategic design of corporate visual identity (CVI)—particularly its color and form—has become a critical determinant of consumer perception and decision-making. While marketing literature acknowledges the symbolic and psychological power of visual elements, empirical evidence on their combined impact on consumer purchase intentions remains fragmented.
Objective: This systematic review aims to synthesize original empirical research examining how color and form, as components of CVI, influence consumer purchase intentions, brand perception, and emotional engagement. The review further explores methodological trends and cultural moderating effects in the field.
Methods: Following PRISMA 2020 guidelines, a comprehensive search was conducted in Scopus, Web of Science, ScienceDirect, and Google Scholar for articles published between 2012 and 2025. Studies were included if they: (i) employed empirical methods, (ii) analyzed color and/or form in CVI, and (iii) measured consumer purchase-related outcomes. Twelve studies met the inclusion criteria. Data extraction included design type, sample size, visual elements tested, and outcome measures. Narrative synthesis was used due to methodological heterogeneity.
Results: Color was found to influence emotional response, brand trust, and urgency, with warm hues enhancing arousal and cool tones promoting credibility. Form attributes—such as logo symmetry, shape roundness, and visual complexity—modulated brand personality judgments and attention span. Notably, studies that integrated color and form within coherent visual identities reported higher consumer engagement and purchase intent. Cultural sensitivity and digital interface adaptation emerged as key moderating variables. Methodologically, post-2018 studies demonstrated greater sophistication, incorporating biometric tools and multivariate modeling.
Conclusion: Color and form in CVI are not merely aesthetic choices but strategic brand assets that shape consumer psychology and behavior. This review provides evidence-based insights for marketers and designers aiming to optimize visual identity for brand impact and purchase conversion. Future research should advance toward behavioral validation, neuro-design integration, and cross-cultural experimentation to address current gaps.