| Abstract: |
Brands communicate who they are through visual content (e.g., images, videos).
How does the visual complexity of such content shape perceived brand status
(prestige, luxury)? This research examines two key aspects of visual
complexity: edge complexity (edge density and irregularity) and color
complexity (hue quantity and dissimilarity). Drawing on computer-vision
analyses of over 400, 000 visuals and a controlled experiment, the findings
show that: (1) edge complexity exerts a U-shaped effect on perceived brand
status, such that status perceptions are lowest at moderate levels of edge
complexity and higher at low or high levels; (2) color complexity consistently
reduces perceived brand status; and (3) these effects operate sequentially
through perceived visual curation (how intentionally and professionally
crafted a visual appears) and perceived exclusivity (how limited in
availability the offering appears). Theoretical, methodological, and
managerial implications are discussed. |