Research on Perceptual Differences in Corporate Identity Systems

Perception refers to the process by which individuals receive external stimuli through their sensory systems and process and interpret these stimuli in the brain. Perceptual differences can establish a Visual Identity (VI) that highlights brand spirit and creates market visual differentiation. The Corporate Identity System (CIS) plays an important role in building brand image, encompassing product design, brand positioning, and overall packaging. The visual identity (VI) within the CIS is the first impression that guides consumers to recognize the company. Consequently, the concepts of MI (Mind Identity) and BI (Behavior Identity) in modern CIS have become less emphasized, with a growing focus on CVIS (Corporate Visual Identity System). Research has shown that CIS plays a crucial role in establishing brand image, forming market competitive advantages, enhancing customer experience, reinforcing social responsibility, and sustaining corporate culture. However, whether the CIS concept can be positively conveyed as intended by the designer depends on the audience’s perception. The effectiveness of the CIS concept should consider the perceptual differences of the audience. This study utilized a Likert 5-point scale for evaluation, where participants selected their preferred case based on their subjective feelings. The results indicated that audience perceptions vary, leading to differences in CIS experiences. Classic CIS brands are likely to be favored because they resonate with the audience’s life experiences, suggesting that classic CIS brands have a sustainable and representative significance.