Title: Analyzing the Influence of Visual Communication in Brand Awareness: A Study of Selected Local Pharmaceutical in Santa Ana, Pampanga
Authors: Ma. Sheena D. Castro, Reyna Joy G. Franco, John Paul Castidades, Alan Y. Cabaluna, Christine J. Concepcion
Volume: 9
Issue: 6
Pages: 1-6
Publication Date: 2025/06/28
Abstract:
The present study explored the significant influence between visual communication and brand awareness in selected local Pharmaceuticals in Santa Ana, Pampanga. The study employed a quantitative approach to navigate and analyze numerical data, utilizing a structured survey instrument as a research tool. The survey questionnaire was distributed to 382 consumers of pharmaceutical products in Santa Ana, Pampanga, uses the traditional method, specifically a paper survey or printed questionnaires. Respondents were selected through a purposive sampling technique. Descriptive correlation was utilized to determine the influence of visual communication in terms of: a) Logo, b) Color, and c) Typography in Brand Awareness in terms of: a) Brand Recognition, b) Brand Recall, and c) Top-of-Mind. The study's findings indicate a strong positive correlation between visual communication and brand awareness. Finally, findings suggest improving visual communication in terms of typography to gain more consumers' attention and focusing more on increasing consumers' brand awareness in terms of the top-of-mind aspect to increase consumers' purchase intentions of pharmaceutical products.