The Effect of Visual Design Consistency on Brand Image Formation on Pesta Pora Music Festival’s Instagram

This study discusses the importance of visual design consistency in forming brand image on Instagram social media, particularly for the Pesta Pora Music Festival. Amid increasing competition in visual content, many brands have not been able to maintain consistency in visual elements such as colors, typography, and design styles, resulting in weaker brand identity and making it difficult for audiences to recognize the brand. This study aims to analyze the effect of visual design consistency on brand image formation. The theoretical framework of this study uses the concepts of visual communication, design consistency, and brand image as the basis for understanding the relationship between variables. The research method used a quantitative approach with a survey technique through questionnaires distributed to 68 respondents. Data analysis was conducted using simple linear regression to examine the effect of the independent variable on the dependent variable. The results showed that visual design consistency had a positive and significant effect on brand image, with a regression coefficient value of 0.605 and a coefficient of determination (R²) of 77.8%. In addition, the t-test results showed that the calculated t-value (15.202) was greater than the t-table value (1.996), indicating that the research hypothesis was accepted. The conclusion of this study is that visual design consistency has a strategic role in building and strengthening brand image, as well as becoming an important factor in improving audience recall and positive perceptions toward a brand.