The Visual Construction of an Instagram grid and Consumer Brand Perspective

This website features primary research on the aesthetics of advertising as it relates to consumer perceptions and the construction of a brands Instagram grid. Research is driven by a review of scholarly discussion on visual traditional and digital content. Past research aimed to explore the tendency for strong visual content to elicit emotional responses from consumers that later resulted in immediate application into their lives.

The literature review presented on this site seeks to establish an understanding of how successfully visual advertising techniques have been translated online to our present-day digital culture. Past research is important to this study because it provides a base-line understanding of how content on Instagram has previously been analyzed and where gaps in the discussion were present.

Primary research as presented on this site, seeks to explore the current digital culture through surveyed responses from the typical American consumer. The consumer of interest in this study is one who primarily shops online and is fairly familiar with the social platform, Instagram, and its features. Findings in this study suggest that American consumers are actively noticing color tones and consistency in brand content on Instagram. Surveyed responses suggested that marketers should consider allocating time for strategizing the aesthetics of a brand’s social media profile, specifically on Instagram. Brands building relationships with consumers through aesthetic appeal may stand out in a highly saturated market. This study cannot be generalized to purchase intentions of all American consumers, however, there is a baseline understanding created to further the conversation being held in the industry.

This site offers best practices for marketing professionals outlined by the researcher of this study in four steps to consider when developing a social strategy. Those hoping to learn more about the aesthetics of advertisements on Instagram, can review past research that informed this study by visiting the Literature Review.