نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 پردیس بین المللی کیش دانشگاه تهران گروه مدیریت
2 دانشیار، گروه مدیریت بازاریابی، دانشکده کسبوکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Purpose: In today’s world, saturated with digital clutter and overwhelming data, consumers face significant confusion. The information overload leads to digital fatigue and visual exhaustion. Minimalism, originally rooted in architecture and interior design, is now making its way into marketing. Marketers are working to enhance user experience and simplify interfaces to foster a more pleasant perception and clearer understanding of product evaluation and brand authenticity. By using minimalist color schemes and designs, they aim to improve product perception and, ultimately, boost consumer engagement and purchase intention. Digital minimalism, with its "less is more" philosophy, not only promotes environmental sustainability but also seeks to improve consumer perception while maintaining profitability. This study aims to enhance two elements of sensory digital marketing—color and design—to reduce consumer confusion and improve perceptions of product and brand authenticity, thereby increasing purchase intention. The importance of this research lies in the growing relevance of minimalist philosophy among the new generation of consumers, making it increasingly significant for the success of advertising, marketing communications, and sales campaigns.
Methodology: From a research philosophy standpoint, this study adopts an interpretivist approach; methodologically, it is inductive and follows an archival and documentary strategy. The research employs a single qualitative method with a longitudinal time horizon. The study is based on a systematic literature review using the Boland et al. method, which consists of three steps: 1) planning, 2) conducting the systematic review, and 3) reporting the review. Sixteen international articles from the past 20 years were selected from over 400 screened articles, based on their relevance to the research topic. These articles were analyzed through coding using MaxQDA software. Keywords used in searching domestic and international databases—such as Scopus, Web of Science, SID, and Noormags—over the past two decades included: digital markets, minimalism, sensory marketing, color, design, and consumer purchase behavior.
Findings: The study’s findings indicate that product packaging color and design, as well as advertising elements, are two crucial aspects of minimalist sensory digital marketing that influence consumer perception. These factors affect evaluations of product characteristics—such as purity, healthiness, and perceived cost—as well as brand-related assessments, including authenticity, brand equity, and luxury perception. For instance, excessive colorfulness in packaging and advertising can reduce the perceived purity of a product, while visual complexity may diminish perceptions of its healthiness. Sensory digital marketing design must consider the different types of minimalist consumers (minimalist segments) and tailor colors and designs accordingly, providing personalized experiences for each segment. Packaging design—both in terms of color and visual layout—impacts brand authenticity, with consumers often perceiving design simplicity as a sign of brand genuineness. Proper minimalist design can reduce confusion and facilitate consumer decision-making, positively influencing purchase intention and consumer interaction. Moreover, digital minimalism can foster positive environmental perceptions among consumers, further enhancing their engagement and purchase intention.
کلیدواژهها [English]
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