The Influence of Color and Visual Form on Consumer Perceptions of Culinary MSMEs in Batam City

Abstract

Competition in the food sector for micro, small, and medium enterprises (MSMEs) demands a strong and easily recognizable brand identity for consumers. One aspect that plays a role in shaping consumer perception is visual elements, particularly color and visual forms applied to brand identities such as logos and product packaging. This study aims to analyze the influence of color and visual forms of brand identities of culinary MSMEs in Batam City on consumer perception. The study used a quantitative approach with a survey method of 200 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS version 25. The results showed that color and visual forms have a significant effect on consumer perception, both partially and simultaneously. Color plays a role in forming initial impressions and emotional responses, while visual forms increase consumers' ease in recognizing brand identities. Thus, appropriate management of visual elements of brand identity can improve consumer perception and strengthen the competitiveness of culinary MSMEs in Batam City.