Brand Psychology

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The world’s most memorable brands tend to distinguish themselves in the connotation—not just the denotation—of the value proposition. Brand builders strive to create just the right connotation for the brand in the mind of its target audience. It starts and ends with what people think—or, more accurately, what a brand can inspire people to think.

The world’s most memorable brands tend to distinguish themselves in the connotation—not just the denotation—of the value proposition. Brand builders strive to create just the right connotation for the brand in the mind of its target audience. It starts and ends with what people think—or, more accurately, what a brand can inspire people to think.

As a graphic identity moves into the physical world and interacts with spaces and objects over time, often the audience experiences a more visceral and immediate effect. As you enter a retail store, do you pass through glass doors? Do the interior graphics entice you to look up or down? Does the space remind you of your garage or kitchen? The application of program elements can be a powerful way of amplifying the psychological effect of the graphic identity.

Peopledesign helps companies find strategic focus, align teams and tools, and inspire people to act.

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