Our eyes are our primary sources of sensory information about the world around us. Visual perception allows us to absorb and process our surroundings so that we can make sense of what we see.
Cognitive scientists study intelligence and behaviour, with a focus on how nervous systems represent, process, and transform information. Mental faculties of concern to cognitive scientists include language, perception, memory, attention, reasoning, and emotion.
Cognitive science, which studies the mind and its processes, examines how the human brain recognises and interprets sensory stimuli. Alina Wheeler explains the ‘sequence of cognition’ in her book Designing Brand Identity. This concept tells us how the human brain gathers, processes, and interprets visual stimuli starting with shapes, the simplest type of information and then moves on to increasingly more complex data, such as colour and at last text.
It is said that visuals are processed in the brain at 60,000 times the speed of text. Although it all happens in a fraction of a second, the brain acknowledges and remembers shapes first because simple visual images can be remembered and recognised directly—it doesn’t require reading to identify shapes. Reading, instead, is a longer process than identifying shapes, because the brain needs to identify letterforms and decode words into meaning.
Since a distinctive shape makes a faster imprint on memory, brand marks can be very powerful in identity design because they create instant brand recognition.
ABOUT THE AUTHORS
Munch Studio is a boutique design agency for service firms. Our work encompasses identity creation, logo animation, print communications, marketing videos and other brand expressions.
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