VISUAL COMMUNICATION IN SME MARKETING – SELECTED ASPECTS OF PERCEPTION

Abstract

Information on the neuropositive factors of visual communication influences the construction of effective marketing messages. A marketing message that is created on the basis of knowledge of the way of seeing an image allows to prepare it in a way that ensures the expected effect. The color scheme of the image selected according to the expectations of the recipient-customer promotes the realization of the intentions of the sender, who improves his position in the market. This article is intended to foster a preliminary recognition of this issue, which will be successively expanded in subsequent articles. .This article presents the theoretical aspects of the issue of the neurocognitive basis of visual communication in marketing and the importance of colour in visual messages. In the research results section, the research methodology is briefly presented, pointing out selected aspects of the research conducted in the SME sector in 2016 and comparatively in 2022.The presented excerpts of the research relate to the topic of activities carried out in the field of visual communication among SME entrepreneurs and their customers.