The Impact of Visual Branding on Consumer Trust in Business Communication

Visual branding—logos, typography, colour, imagery, packaging, and visual layout—functions as a central channel through which firms communicate identity, promises, and competence to consumers. This article synthesises extant literature and develops a theoretical framework linking visual branding to consumer trust in business communication. Drawing on brand equity theory, signalling theory, cue-utilisation approaches, semiotics, and trust theory, it proposes a grounded qualitative research design to explore how consumers interpret visual brand cues and how those interpretations shape trust formation. The proposed methodology uses purposive sampling, semi-structured interviews, focus groups, and visual content analysis, analysed via thematic analysis and abductive grounded theory procedures. The paper concludes with expected findings, managerial implications, methodological limitations, and avenues for future research. This integrative review and methodological blueprint aim to help scholars and practitioners better understand the mechanisms by which visual branding influences trust—an outcome central to long-term customer relationships and firm performance. Keywords: branding, logos, typography, colour, imagery, packaging, visual layout