The Role of Visual Branding in Driving Investment Attractiveness in the Digitalisation Era: Psychophysiological Data Analysis

In the digitalisation era, visual branding has become a key driver of investment attractiveness, particularly for institutions seeking to differentiate themselves and appeal to diverse stakeholders. This study investigates the role of visual branding through the analysis of logos from universities and companies located in Sumy, Ukraine. Using psychophysiological data analysis, the research integrates galvanic skin response and facial expression recognition to assess the emotional and cognitive impacts of visual-branding elements such as forms and lines. This study employs a mixed-method approach that combines biometric data and subjective surveys to evaluate logo perception. Paired t tests and chi-square analyses were conducted to determine the relationships between logo design elements and perceived traits such as stability, inclusivity, and professionalism. Comparative analysis with global corporate branding benchmarks highlighted the alignment and gaps of local logos against global design standards. The results reveal significant variations in emotional engagement and perception across different logos. University logos, while emphasizing inclusivity and harmony, lack the geometric precision and structured linear elements associated with global branding success. Similarly, company logos demonstrated limited alignment with traits of professionalism and trust. Galvanic skin response peak detection further highlighted low emotional arousal for most stimuli, suggesting a need for stronger visual impact to enhance investment appeal. This research emphasizes the importance of integrating global design principles into local branding strategies. By incorporating structured forms, balanced compositions, and emotionally resonant elements, organizations can enhance their visual identity and foster greater investment attractiveness. Future studies should explore the long-term impact of branding adjustments in regions facing economic or geopolitical challenges, such as those faced by Ukraine.