The Emotional Impact of Graphic Design: How Visual Language Shapes Human Perception

Elene Tabagua

Bakalářská práce

Anotace:

This bachelor’s thesis focuses on the impact of visual language on human perception in graphic design. The theoretical part explores how key visual elements - such as color, typography, composition, and layout - influence emotions, and how these emotional responses, in turn, shape perception. It examines how specific design choices can be used intentionally to evoke and guide emotional reactions in viewers. The practical part of the thesis consists of the creation of a brand and visual identity inspired by my grandfather, who has been making wine in his village for over 50 years. Rooted in a personal and emotional narrative, the project translates these ideas into visual form, reinforcing the theoretical research through applied design. By combining storytelling with visual communication, the practical outcome demonstrates how emotional meaning can be embedded within a cohesive brand identity.

Abstract:

This bachelor’s thesis focuses on the impact of visual language on human perception in graphic design. The theoretical part explores how key visual elements - such as color, typography, composition, and layout - influence emotions, and how these emotional responses, in turn, shape perception. It examines how specific design choices can be used intentionally to evoke and guide emotional reactions in viewers. The practical part of the thesis consists of the creation of a brand and visual identity inspired by my grandfather, who has been making wine in his village for over 50 years. Rooted in a personal and emotional narrative, the project translates these ideas into visual form, reinforcing the theoretical research through applied design. By combining storytelling with visual communication, the practical outcome demonstrates how emotional meaning can be embedded within a cohesive brand identity.

Klíčová slova

Visual Identity, Emotions, Wine, Perspective, Psychology

Keywords

Emotions, Wine, Perspective, Visual Identity, Psychology

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 16. 4. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 9. 6. 2026
• Vedoucí: Justin Gagne
• Oponent: Radoslava Boor, MgA.

Vysoká škola kreativní komunikace, s.r.o.

Bakalářský studijní program / specializace:
Visual Arts (EN) / Graphic and Media Design (EN)