Wojciech Gwóźdź, Marek Załuski

THE IMPACT OF THE VISUAL IDENTITY OF A BRAND ON ELECTRONIC COMMERCE

The impact of a brand's visual identity on modern e-commerce is presented. The study draws attention to the problem described in the text, i.e. failure to maintain the aesthetic standards adopted in the e-commerce sector by graphics, product photos and other graphic aspects of the company. The authors describe the features of effective advertising. In addition, they propose several solutions to the problem - investing in computer graphics specializing in advertising and branding. The authors propose learning the basics of advertising graphics as an alternative solution. They also discuss how much influence the visual aspects have on the decision of a potential buyer, and they raise the issue of the expected income from sales from the e-commerce sector for 2023.