What is it that makes a logo of an apple with a bite out of it appealing? And how does a brown, fizzy drink stir connotations of nostalgia? Associating emotions with products is a driving force for a brand’s success – and this recognition is often achieved through the design and marketing.
But a pretty typeface and well-matched selection of colours won’t guarantee someone will pick a product up off the shelf – to make a brand memorable, design consultancies need to learn exactly what it is about the brand that customers remember. That’s why consultancies are using consumer-based recognition techniques, combining the fields of science and design, to create branding with purpose.