Sensory and aesthetic mechanisms of construction of an advertising and marketing image

In today's world, the basic needs of people are met. But there are a few ways to attract potential customers to products. One of them is a minor satisfaction of aesthetic needs. An important factor in the purchase decision is aesthetic preference. When properly developed firm style is guaranteed to receive regular customers, therefore, it occupies a niche in the market. It is therefore important for the company to develop its corporate identity and continue stimulating potential customers to buy and hold them near. Through style consumer awareness about a particular brand is achieved, formed are emotional and intellectual associations. Style is the hallmark of goods and services, it helps the consumer to classify products to specific categories. It also allows categorizing items within the product line and brings the elements of the marketing mix to the needs of the target market. The article proves that the basis of the commercial chain "form - product - the company" is repeatable. It is with the help of the form it becomes an attribute of corporate identity. Therefore, the aesthetic element should always be used to improve the system through corporate communications. As practice shows, sometimes even a little functional form of an object can be invaluable in terms of aesthetics, becoming part of the brand image.