• Visual rhetoric and branding strategies shape consumer interpretation and on-shelf salience by structuring imagery to convey brand identity and cross-cultural messaging [11], [16], [6].

• Metaphor-based design and language provide a framework for framing brand concepts and consumer understanding, offering a method to evaluate and generate marketing insights beyond literal representations [4], [5].

• Cognitive processing and evaluation of advertising are examined through affective responses, recall measures, eye-tracking and real-world testing, highlighting measurement challenges and processing paths [7], [14], [19], [20], [13].

• Visual memory, packaging and self-related visualization influence product evaluation and brand association, suggesting design and branding taps into perceptual and self-schema processes [12], [9], [15].

• On-shelf salience and brand competition are studied via visual search, eye movements and brand placement effects, linking perceptual features to purchase priority under media-rich environments [6], [3], [13].