The Persuasive Pathos: Significance of Visual Rhetoric Design Approach in Consumers’ Purchasing Decision

Safrina Muhammad Azmi and Muhammad Fauzan Abu Bakar
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Safrina Muhammad Azmi: College of Creative Arts, Universiti Teknologi MARA, Kampus Puncak Alam
Muhammad Fauzan Abu Bakar: College of Creative Arts, Universiti Teknologi MARA, Cawangan Sarawak

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 2, 941-955

Abstract: In today’s fast-paced world of internet marketing, consumers have become more knowledgeable and skilled in comparing, searching, and evaluating information on websites and social media platforms. This has created a highly competitive environment for businesses to capture consumers’ attention. As a result, marketers are challenged to develop creative and strategic approaches that convey impactful visual messages that influence customer purchasing decisions. The importance of visual rhetorical design in consumer purchasing decisions cannot be overlooked. This study aims to objectively evaluate the impact of visual rhetoric on consumer purchasing decisions. Using an analytic descriptive research method and surveying a convenience sample of 248 consumers, the data collected through face-to-face questionnaire-based surveys were statistically analysed. The study’s results indicate that visual rhetoric is the most significant factor in consumer purchasing decisions. For any marketer, understanding the importance of visual design and its impact on consumer purchasing decisions can lead to a more effective and persuasive marketing strategy.

Date: 2025
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