INFLUENCE OF GRAPHICS DESIGN ON CONSUMER PURCHASING DECISION OF JOSEPH AYO BABALOLA UNIVERSITY UNDERGRADUATES IKEJI -ARAKEJI,OSUN STATE,NIGERIA

ABSTRACT This study investigates the influence of graphic design on the consumer purchasing decisions of undergraduate students at Joseph Ayo Babalola University (JABU), Ikeji-Arakeji, Osun State, Nigeria. In an increasingly visual and digital marketplace, graphic design has emerged as a critical tool for shaping consumer perceptions and driving purchasing behavior. Using a survey research design, data was collected from 300 students, primarily aged 21-25 and in their 400 level, with a significant female majority (68.7%). The findings reveal that 97.1% of respondents have purchased products based solely on visual appeal or packaging, with 38.2% often and 26.5% always considering visual design in their decisions. Imagery was identified as the most influential design element (64.7%), followed by color and layout (14.7% each), while emotional appeal (79.4%) and consistency across platforms (79.4%) were deemed highly significant. Theoretical frameworks such as Social Learning Theory, Cultivation Theory, and Uses and Gratifications Theory supported the results, highlighting how visual cues shape behavior, perceptions, and engagement. The study concludes that graphic design is a pivotal marketing strategy for targeting youth, recommending businesses prioritize high-quality, culturally relevant, and interactive designs to enhance brand loyalty and sales. Future research could explore regional variations and industry-specific impacts.