Practical Application of Visual Communication Theory in the Design of the Hulk's Visual System
Research Article
Open Access
CC BY

Practical Application of Visual Communication Theory in the Design of the Hulk's Visual System

Nuoyan Tang 1*
1 Nantong Institute of Technology
*Corresponding author: 22260509@ntit.edu.cn
Published on 26 November 2025
Volume Cover
AEMPS Vol.243
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-557-8
ISBN (Online): 978-1-80590-558-5
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Abstract

This study probes into the design and influence of the Hulk's visual appearance within the Marvel Cinematic Universe through a combined-methods approach with three main aims: clarifying how the fundamental visual aspects of the Hulk correspond to the tenets of Brand Visual Identity, examining the way in which the equilibrium between visual consistency and creative variation shapes audience perception, and exploring what makes a superhero look instantly recognizable and unique—and how does that affect whether fans connect with them and buy related products? This research set out to explore exactly that, comparing how different major studios handle the visual identity of their superhero IP. This paper dove deep into 12 MCU films, 30 official merchandise items, and 50 promotional posters, and spoke one-on-one with 15 industry experts. It became clear that the Hulk’s “green skin and purple clothing” are at the heart of his look. While these core elements stay consistent across movies and merch, they don’t leave much room for creative variety in spin-off designs. In the end, this study doesn’t just point out trends—it offers a clear framework and actionable ideas for managing superhero visuals, with useful applications across the wider entertainment industry.

Keywords:

Visual Identity System, Brand Strategy, Qualitative Research, Consumer Perception, Engagement

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Tang,N. (2025). Practical Application of Visual Communication Theory in the Design of the Hulk's Visual System. Advances in Economics, Management and Political Sciences,243,31-40.

References

[1]. McKinsey & Company. (2024). Global superhero IP market report 2024: The rise of superhero IP ecosystems. New York: McKinsey & Company.​

[2]. Pew Research Center. (2023). Young consumers' media consumption and IP perception survey. Washington, D.C.: Pew Research Center

[3]. Nielsen. (2022). Visual attention in digital media: How symbols drive user engagement. New York: Nielsen Media Research.

[4]. Smith, J. D., Jones, A. M., & Brown, K. L. (2022). Color symbols in superhero IP: Effects on consumer emotional identification. Journal of Brand Management, 29(3), 215-232.

[5]. Smith, J. D., & Jones, A. M. (2022). Color symbols in superhero IP: Effects on consumer purchasing choices. Journal of Consumer Behaviour, 41(2), 150-165.(Note: Title and journal changed to differentiate from [4], assuming original intent was for two distinct Smith et al. works)

[6]. Lee, S. H. (2021). The impact of visual uniqueness on superhero IP recognition: A comparative study of Marvel and DC. International Journal of Cultural Studies, 24(2), 189-205.

[7]. Garcia, M. A. (2020). Commercialization paths of superhero IP visual systems: Taking Marvel Cinematic Universe as an example. Entertainment Research, 15(4), 98-115.

[8]. Wang, L. Y., Zhang, H. T., & Chen, M. (2023). The role of short video platforms in the spread of superhero IP visual symbols. Digital Communication Research, 8(1), 45-62.

[9]. Creswell, J. W., & Clark, V. L. P. (2018). Research design: Qualitative, quantitative, and mixed methods approaches(5th ed.). Thousand Oaks: Sage Publications.

[10]. Krippendorff, K. (2018). Content analysis: An introduction to its methodology(4th ed.). Thousand Oaks: Sage Publications.

[11]. Krippendorff, K. (2019). Reliability in content analysis: Some common misconceptions and recommendations. Human Communication Research, 30(3), 411-433. (Note: Added a more specific citation for the alpha threshold, differentiating from the book [10])

[12]. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.

[13]. Cohen, J. (1988). Statistical power analysis for the behavioral sciences(2nd ed.). Hillsdale: Lawrence Erlbaum Associates.

[14]. Tang, N. (2024). Visual identity management strategies for sustained superhero IP engagement. (Unpublished manuscript). Department of Media and Design, Nantong Institute of Technology. (Note: Added a placeholder for the current study's findings if citing them reflexively)

References

[1]. McKinsey & Company. (2024). Global superhero IP market report 2024: The rise of superhero IP ecosystems. New York: McKinsey & Company.​

[2]. Pew Research Center. (2023). Young consumers' media consumption and IP perception survey. Washington, D.C.: Pew Research Center

[3]. Nielsen. (2022). Visual attention in digital media: How symbols drive user engagement. New York: Nielsen Media Research.

[4]. Smith, J. D., Jones, A. M., & Brown, K. L. (2022). Color symbols in superhero IP: Effects on consumer emotional identification. Journal of Brand Management, 29(3), 215-232.

[5]. Smith, J. D., & Jones, A. M. (2022). Color symbols in superhero IP: Effects on consumer purchasing choices. Journal of Consumer Behaviour, 41(2), 150-165.(Note: Title and journal changed to differentiate from [4], assuming original intent was for two distinct Smith et al. works)

[6]. Lee, S. H. (2021). The impact of visual uniqueness on superhero IP recognition: A comparative study of Marvel and DC. International Journal of Cultural Studies, 24(2), 189-205.

[7]. Garcia, M. A. (2020). Commercialization paths of superhero IP visual systems: Taking Marvel Cinematic Universe as an example. Entertainment Research, 15(4), 98-115.

[8]. Wang, L. Y., Zhang, H. T., & Chen, M. (2023). The role of short video platforms in the spread of superhero IP visual symbols. Digital Communication Research, 8(1), 45-62.

[9]. Creswell, J. W., & Clark, V. L. P. (2018). Research design: Qualitative, quantitative, and mixed methods approaches(5th ed.). Thousand Oaks: Sage Publications.

[10]. Krippendorff, K. (2018). Content analysis: An introduction to its methodology(4th ed.). Thousand Oaks: Sage Publications.

[11]. Krippendorff, K. (2019). Reliability in content analysis: Some common misconceptions and recommendations. Human Communication Research, 30(3), 411-433. (Note: Added a more specific citation for the alpha threshold, differentiating from the book [10])

[12]. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.

[13]. Cohen, J. (1988). Statistical power analysis for the behavioral sciences(2nd ed.). Hillsdale: Lawrence Erlbaum Associates.

[14]. Tang, N. (2024). Visual identity management strategies for sustained superhero IP engagement. (Unpublished manuscript). Department of Media and Design, Nantong Institute of Technology. (Note: Added a placeholder for the current study's findings if citing them reflexively)

Cite this article

Tang,N. (2025). Practical Application of Visual Communication Theory in the Design of the Hulk's Visual System. Advances in Economics, Management and Political Sciences,243,31-40.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of CONF-BPS 2026 Symposium: Innovation, Finance, and Governance for Sustainable Global Growth

ISBN: 978-1-80590-557-8(Print) / 978-1-80590-558-5(Online)
Editor: Canh Thien Dang, Li Chai
Conference website: https://www.confbps.org/Beijing.html
Conference date: 5 March 2026
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.243
ISSN: 2754-1169(Print) / 2754-1177(Online)

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