Effectiveness of Graphic Design, Marketability and Profitability of Coffee Shops in Santa Rosa, Laguna

Abstract : This study examined the effectiveness of graphic design in relation to the marketability and profitability of coffee shops in Santa Rosa, Laguna, using a descriptive-correlational research design. Results showed that graphic design was highly effective (WM = 3.48), with “visual appeal” and “brand consistency” as key factors. Marketability (WM = 3.41) was driven by “brand recognition,” while profitability (WM = 3.38) was influenced by “customer retention,” “sales growth,” and “cost efficiency.” A significant correlation was found, with brand recognition accounting for 52.5% of profitability variance (F = 12.730, t = 3.029, p = 0.003). A one-unit increase in marketability led to a 0.333 rise in profitability. These findings highlight the strategic role of graphic design in strengthening brand identity, customer engagement, and financial success. Coffee shop owners should enhance brand visibility and consistency to boost profitability. This research contributes to the growing body of knowledge on visual marketing’s role in business success and provides empirical evidence for the impact of design-driven branding on financial outcomes. Future studies may explore longitudinal effects or incorporate qualitative insights to deepen understanding of how graphic design influences consumer decision-making and long-term brand equity.