Appealing To The Senses Visually: An Analysis Of Instagram Ads For Kopi Kenangan And Its Influence On Brand Awareness Among Gen Z

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Visual elements like dominant colors significantly enhance brand recall among Gen Z, and consistent typography improves recognition.
Data analysis through Pearson correlation tests reveals a strong connection between effective visuals and brand awareness.
Online survey with 150 respondents aged 17-25 shows Gen Z's responsiveness to aesthetic content in digital marketing.
Findings suggest SMEs should focus on strong visual communication to build brand awareness and engage with younger audiences.

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Quantitative analysis reveals visual elements boost brand awareness in Generation Z, highlighting effective strategies for marketers.

Depi et al. (2025) studied this question.

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