How visual complexity signals brand status

Zitian Adam and Yingting Wen ()
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Zitian Adam: University of Manchester [Manchester]
Yingting Wen: EM - EMLyon Business School

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Abstract: Brands communicate who they are through visual content (e.g., images, videos). How does the visual complexity of such content shape perceived brand status (prestige, luxury)? This research examines two key aspects of visual complexity: edge complexity (edge density and irregularity) and color complexity (hue quantity and dissimilarity). Drawing on computer-vision analyses of over 400,000 visuals and a controlled experiment, the findings show that: (1) edge complexity exerts a U-shaped effect on perceived brand status, such that status perceptions are lowest at moderate levels of edge complexity and higher at low or high levels; (2) color complexity consistently reduces perceived brand status; and (3) these effects operate sequentially through perceived visual curation (how intentionally and professionally crafted a visual appears) and perceived exclusivity (how limited in availability the offering appears). Theoretical, methodological, and managerial implications are discussed.

Keywords: Visual complexity; Brand status; Visual branding; Digital content marketing (search for similar items in EconPapers)
Date: 2026-07-13
Note: View the original document on HAL open archive server: https://hal.science/hal-05704517v1
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Published in Journal of the Academy of Marketing Science, In press, pp.27. ⟨10.1007/s11747-026-01178-w⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05704517

DOI: 10.1007/s11747-026-01178-w

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