Monthly Archives: December 2014

How the Human Brain Interacts with Your Brand

How the Human Brain Experiences Your Brand

This article originally appeared on the Percolate Blog.

The best brands are built to last a lifetime. GE’s existed for over 118 years, IBM recently celebrated it’s 103rd birthday and even innovative Apple is steadily approaching 40.

But while the best brands are complex, multi-dimensional and designed for longevity, a brand’s visual identity — its logo, colors, fonts and style guides — can be analyzed and understood by the human brain in less than half a second, according to researchers. Moreover, how our brains process branding and a business’ visual identity carries important lessons for marketers, entrepreneurs and designers. Continue reading