The impact of Emotional Graphics in marketing videos on consumer behavior and engagement.

Author

Lecturer at Faculty of Arts and Design October University for Modern Sciences and Arts

10.21608/maut.2025.448009

Abstract

Visual communication is the act of using elements and components that can be seen. especially when it's in video also Some of the elements include images, illustrations, drawings, and videos. The purpose of this research is to check if there is the meaningful role of visual effects while editing videos for emotional marketing plan. customers buy and take the decisions based on their personal feelings and experiences (1.p.898). This is what emotional marketing takes advantage of. It refers to any marketing and advertising effort that mainly utilizes emotional appeals to make a target audience recognize, remember, share, and buy a company’s products or services easily.
The study has taken online video advertisements which were uploaded on YouTube by different companies and Tv campaigns. The advertisements considered for the study were selected on three criteria: having more than 1,000,000 View; videos having Egyptian advertisements in the period 2015 to 2025. Random sampling method was used. Video effect editing analysis of advertisements was done to assess the influence of positive emotional graphic effects on consumer engagement.
The present study focused on emotional graphical effects and editing by montage videos on graphic software on marketing videos aspects of the advertisement that induce consumer engagement through social media and Tv for calling to action for Buying the Product or watch the Campaign. The study suggests that people heavily rely on emotions rather than logical information regarding any goods or services; hence, we considered both positive and negative emotional aspects in the study to measure the influence of emotional appeals on consumer engagement. Positive emotional appeals like contentment, happiness and love and success have the positive influence on the consumer engagement. On the other hand, negative emotional appeals are negatively related to the consumer engagement.
The present study aims at measuring Emotional Graphical effects and editing such as colors and lines or any visuals on video and tries to compare the impact between positive and negative emotional appeals so that it becomes easy for the motion graphic Designers to determine the context in which it can be applied. For this purpose, Marketing video ads from Egypt have been taken as the object of study from different industries.
 
 

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References

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