The Influence of Visual Brand Identifiers of Korean Cosmetics Brands on Consumer Choice

This research is devoted to the study of consumer attitudes towards visual brands of Korean cosmetics, which is important for development in the Russian market and the development of appropriate recommendations. In the theoretical aspect, in order to identify optimal approaches to the study of this issue, the paper investigated the evolution of the concepts of identity as a scientific direction that studies the visual identifiers of brands, as well as considered the features of visual identifiers of cosmetics brands. The existing market of Korean cosmetics in Russia was reviewed to identify its dynamics and growth opportunities, and the main visual identifiers of Korean cosmetics brands in Russia were identified. It is shown that visual identifiers of Korean cosmetics brands are important for buyers, so it is necessary to actualize marketing activities in this area. It is revealed that almost all visual identifiers play a role, but it is necessary to pay more attention to the color scheme and shape of the packaging, and less attention to the brand logo. Based on the results obtained, it is recommended to develop brands with a concise color scheme, with brands with “childish”, bright or too minimalistic color schemes being less popular with customers. Graphic elements of brands are shown to be of medium importance compared to the overall visualization of brands. It is revealed that packaging is a more significant element than graphic elements. Its packaging material (preferably matte) is highly significant for customers. Font and text are also very important visual identifiers of Korean cosmetics, which should also be emphasized. The brand logo is a medium-important element that consumers pay attention to, so the main branding effort should be given to the other elements described above. It is also shown that traditional Korean motifs are less popular in Russia, which is due to cultural differences and should be taken into account. The recommendations developed on the basis of the research have practical significance.