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Ida Ayu Dyah Maharani, Ida Ayu Dyah
Institut Seni Indonesia Denpasar
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Journal : VCD (Journal of Visual Communication Design)

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The Impact of Visual Design on Impulse Buying in Shopee's Instagram Ads Fricillia, Michelle; Julianto, I Nyoman Larry; Maharani, Ida Ayu Dyah
VCD: Journal of Visual Communication Design Vol. 10 No. 2 (2025): VCD: Journal of Visual Communication Design
Publisher : Universitas Ciputra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/vcd.v10i2.5975

Abstract

This research examines how visual design elements in Shopee’s Instagram advertisements influence consumers’ impulsive buying behavior. With the growing prevalence of online shopping among users aged 18 to 34, brands increasingly rely on visual strategies such as bright colors, countdown timers, and expressive illustrations to attract immediate attention. The study applies a qualitative approach using content and semiotic analysis of Shopee’s “6.6 Campaign” advertisements. The analysis focuses on color schemes, typography, illustration style, layout, and motion effects. The findings reveal that warm orange tones, bold typography, and cheerful character illustrations effectively capture attention and create a sense of urgency, which encourages spontaneous purchases. Structured layouts and balanced visual rhythm further strengthen clarity and brand recall. The results suggest that combining emotional triggers with consistent visual identity enhances user engagement and purchase intention. This study underscores the role of visual communication design as a strategic tool in shaping consumer perception and behavior in digital commerce.
Co-Authors Amelia, Ni Kadek Risda Artadi, I Made Pande Dhana, Made Mirah Agantari Fatkurrohanif, RM Mochamad Fricillia, Michelle Gede Aldo Dani Prasetya Gede Arimbawa, I Made Hardy Adiluhung I Dewa Ayu Sukma Indriawati I Gede Mugi Raharja I Made Jayadi Waisnawa I Nyoman Adi Tiaga I Nyoman Larry Julianto I Nyoman, suardina I Putu Nanda Amerta Ida Ayu Anindya Chintya Aridewi Ika, I Wayan Balika Imam Santosa Imam Santosa Imam Santosa James Modouw Kalyana, Ida Ayu Ratna Naya Karuni, Ni Kadek Kerdiati, Ni Luh Kadek Resi Lily Wijayanti Ni Wayan Sri Wahyuni Nyoman Dewi Pebriyani Prabu Wardono Prabu Wardono Prabu Wardono Saputri, Ni Made Diah Ayu Silva Sukmawati Umma Satila Widjaja Martokusumo