image courtesy of Freepik
As consumers, there isn't any one part of who we are that doesn't exist online. Scholars spend countless hours continuously researching online methods of communication and their effect on means of business across numerous industries. Scholars have initiated conversation about advertising on social media, but rarely has the conversation explored owned opportunities to sell products through an artistic relationship. The aesthetics of advertising offered marketers a brief introduction to the long-term communication that strong visual content initiates between the consumer and a brand. This study suggested that consistency and color are two components actively being noticed by online shoppers. Implementation of either aesthetic component then carried positive emotional response into consumer purchase intention. As advertising online starts to blend with organic content, brands with a defined visual identity are encouraged by this study to execute those elements on their Instagram grid to stand out in the highly-saturated market. Future research could find an exploration of other product markets to be of interest or consider using interview methodology to capture more dynamic responses to aesthetics on Instagram.