Research on Visual Perception Principles in Sustainable Fashion Brand Symbols

Abstract

Brand symbols are one of the important ways to influence consumer purchasing intentions by conveying brand information. While ensuring consistency in design style, the application of visual perception theory in symbol design emphasizes consumers' visual judgment and psychological responses to the symbols. This paper explores the uniqueness, form, and significance of visual perception principles in sustainable fashion brand design, based on users' perception laws of graphic visual perception and Gestalt psychology. Guided by Gestalt psychology theory, this paper analyzes human perceptual psychology and the laws of visual perception of objects, revealing the relationship between visual information and consumer psychological activities in the symbol design process. By examining actual cases of sustainable fashion brand symbols, the paper explores the Gestalt correspondence rules between symbol design and user psychology. Based on Gestalt psychology's visual perception principles, this study verifies the feasibility of applying visual perception in symbol design, providing theoretical guidance and practical reference for sustainable fashion brand symbol design. This helps brands better convey their core values of environmental protection and social responsibility through visual communication.