03917ntm a22005417i 4500 000723594 CZ-PrVSE 20250629141137.0 m d cr n|||||||||| 250629s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Kosheleva, Polina ISIS:162539 dis Psychologie brandingu : Vytváření a testování vizuálních identit pro self-portrait studio eng The psychology of branding : Developing and testing visual identities for a self-portrait studio Polina Kosheleva 2025 ?? stran : digital, PDF soubor Vedoucí práce: Tereza Zichová Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 In today's visually saturated market, a brand’s success may depend on how effectively its visual identity captures attention and builds trust. This bachelor thesis explores whether a visual identity developed using psychological principles — such as color psychology, emotionally resonant typography, and logo design followed by Gestalt principles — leads to improved brand perception and engagement. The main objective of this thesis is to quantitatively assess the impact of psychology-based visual identity on brand recall, emotional response, and social media interaction. Based on the research findings, a practical framework was made, offering guidelines for businesses on how to apply psychological principles if they want to create or change a visual identity. The research was guided by five questions focused on memorability, logo perception, emotional response to main visual identity components, engagement in Instagram ads, and emotional connection. Two different visual identities were created for a modern self-portrait studio called Narcis Studio — the first one was made with the implementation of psychological theory, and the second one did not follow these principles. Their performance was evaluated through a 15-day A/B testing campaign on Instagram, with an equal ad budget of 1,725 CZK for each version, and a structured questionnaire completed by 93 respondents aged 18–34. The psychology-based identity consistently outperformed the alternative: it was perceived as more trustworthy, memorable, and emotionally engaging, and it had significantly higher engagement on Instagram. These findings confirm the importance of psychology-informed branding and form the basis of a practical guide for companies that want to have emotionally effective visual identities. Způsob přístupu: Internet multimédia v ekonomické praxi [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Visual identity branding psychology design A/B testing social media self-portrait studio Zichová, Tereza ISIS:100629 ths Dědic, Filip ISIS:130535 opn Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky kn20010709399 dgg https://insis.vse.cz/zp/90313/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/90313 Hlavní práce https://insis.vse.cz/zp/90313/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/90313/posudek/oponent/86038 Oponentura https://insis.vse.cz/zp/90313/podrobnosti dc:identifier NEPOSILAT VSKP vse90313 250625 90313