In the modern market environment, product aspects – including logo, packaging and paints are presented as key factors as important as the product quality itself. The initial impression, often formed on the basis of visual elements, has a profound impact on the consumers decision to purschase. If the product exudes aesthetic appeal and professionalism, consumers automatically assume a high degree of quality. Therefore, the product design must be aligned with the preferences, style and expectations of the target group. Adapting visual identity to the target group further strengthens consumer connectivity. Younger audiences can be attracted by modern design, while older ones prefer a more traditional approach. Iti s crucial to achieve harmony between visual identity and the value of the target group in order to build a strong emotional connection that encourages the purchase of products. The visual recognition of a brand allows you to quickly connect to a specific product or brand. Establishing a recognizable visual identity brings competitive advantages, builds trust and encourages consumer loyalty. This paper explores the relationship between visual product identity and quality perception among customers through the analysis of recent research in Croatia and the world. The theoretical framework is based on the relevant literature, while the research part will include a review of the research and an analysis of the results and conclusions, By analyzing well-designed visual identities, we can consider the importance of planning and attention paid to each aspect of branding. The visual identity of the product is not only an aesthetic choice, but is a key element that defines the brand, the character and contributes to long-term success. The influence of visual identity on the perception of product quality is often crucial in attracting and retaining consumers.