TRUST SIGNALS IN DIGITAL BRANDING: VISUAL IDENTITY AND SOCIAL PROOF
Abstract
This article examines the nature and functioning of trust signals in digital branding, focusing on visual identity and social proof. The relevance of the study is driven by increasing consumer dependence on online platforms, where a brand’s ability to establish credibility quickly is a decisive competitive advantage. The methodology is based on comparative analysis, structural modeling, and case studies of educational platforms. The author analyzes how design, logos, and social signals (reviews, endorsements) influence users. A three-tier architecture of trust is formulated, comprising visual, social, and institutional signals. Using Coursera as a case study, the article demonstrates the transformation of a brand into a trusted infrastructure. A framework for evaluating the effectiveness of trust signals is proposed, taking into account cultural contexts and ethical challenges. The results emphasize that digital trust is a function of alignment between visual coherence, social validation, and institutional integrity.
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