Visual Marketing for SMEs: Using basic research on visual perception and marketing psychology for a successful presentation of products and services

On the internet, in a shopping mall or in the crowded halls of a trade fair—in everyday life consumers are permanently exposed to an abundance of information in the form of texts and images. Small and medium-sized enterprises (SMEs) with a rather limited marketing budget at their disposal cannot afford the support of professional marketing agencies. Nevertheless, they have to compete with big companies for the attention and the favor of potential customers. In the ESF-funded project “Visual Marketing for SMEs” a web-based training program was developed to help SMEs to enhance the visibility of their products and services and to create an authentic Formensprache on the basis of recent findings from visual perception, empirical aesthetics, cognitive ergonomics and marketing psychology.


Visual perception, aesthetics, and cognitive ergonomics figure prominently among the main research topics of the Department of General Psychology and Methodology at the University of Bamberg. These findings are highly relevant for marketing purposes. Our top priority is to ensure that the transfer of the current state of research in human perception and advertising psychology may take place in a way that SMEs can use them to present their brands, products and services in a more consistent and convincing way.

The project was funded within the program “Netzgestützter Wissenstransfer von Hochschulen in Unternehmen” (WiT-HuB) by the European Social Fund in Bavaria (ESF in Bayern), the University of Bamberg and the government of Bavaria (Germany). For further information please download our leaflet.

Contact persons for “Visual Marketing for SMEs”:

  • Prof. Dr. Claus-Christian Carbon (Head of Department)

  • Dipl.-Psych. Stefan Ortlieb

  • Dr. Claudia Muth (M.A.)

  • Dr. Dipl.-Psych. Marius Raab (B.Sc.)