The purpose of the thesis Analysis of the Importance and Impact of Visual Identity on Purchase Decision is to analyze the significance of visual identity and the influence of its elements on consumer perception and purchasing decisions from a theoretical perspective. In this paper, design is analyzed as a key strategic element that can significantly impact business performance and sales. The thesis includes defining brand, branding, visual identity, and its components, as well as the historical development of brands and visual identity. It explores the relationship between perception, visual identity, and purchasing decisions. Special attention is given to the relationship between perception and visual identity, considering how these factors jointly shape consumer behavior throughout different phases of the buying process – from recognizing the need to making the final purchasing decision. The research confirmed the role of visual identity in the perception of product quality, in making purchasing decisions, and in shaping the perception of product success in the market. It was found that younger generations, particularly Generation Z, place greater importance on visual identity when assessing quality compared to older generations. Additionally, a positive correlation was established between monthly income and the importance placed on visual identity when making a purchase. The research results suggest that consumers with higher incomes pay more attention to design elements when evaluating product quality and making purchasing decisions. The findings highlight the need for a strategic approach to design, where visual identity becomes a crucial element that can significantly influence business outcomes. Visual identity, as part of the broader branding process, can greatly contribute to product differentiation in a highly competitive market environment and, therefore, requires careful planning and implementation.