[Last modified: October, 31 2024 04:04 PM]
At Covent Garden Market, near UCL’s main campus, I observed a striking phenomenon: not only does this vibrant market attract a large number of tourists and locals, it is also an ideal place to observe consumer behaviour combined with visual culture. Walking into the market, colourful shops, street performers and tempting food stalls intertwine to create a rich visual experience that influences customers’ consumption behaviour.
Here, merchants use a variety of visual design strategies to attract customers’ attention. For example, many stalls use bright colours and eye-catching logos to highlight their products, especially at food stalls, where the colour palette and the way they are placed often determine the choices made by customers. I have noticed that stalls selling flowers use brightly coloured flowers as the main visual feature, which immediately attracts the attention of passers-by. Customers often stop in their tracks due to the visual impact, which in turn creates a desire to buy.
In addition, the layout within the market is also influencing consumer behaviour. The open space and vibrant atmosphere prompts people to wander between different stalls, creating the possibility of impulse spending. This environment is closely related to the theme of my research, ‘The Role of Visual Culture in Shaping Consumer Behaviour’, in that the rich visual elements in the market promote customers’ purchasing decisions by enhancing their sense of participation and belonging.
Through this observation, I realised that visual design is not just about aesthetics, but is a key factor in shaping consumer behaviour and purchasing decisions. This communication of visual culture not only increased the attractiveness of the products, but also enabled customers to have emotional resonance with the brand, which in turn enhanced their willingness to buy.
Through this observation, I realised that visual design is not just about aesthetics, but is a key factor in shaping consumer behaviour and purchasing decisions.My approach will then combine visual observation and customer interviews to gain a deeper understanding of how visual culture influences consumer choices and behaviours in a market environment.