For years we’ve seen logos and brand communication becoming more visual. The main reason is easy. Psychology shows that image communicates better than text. This interesting infographic shows that 84,7% of consumers cite color as the primary reason they buy a particular product. Eighty percent of consumers believe brand recognition is improved by a strong image and when buying a product 93% of consumers look at the visual appearance first.
And when you realise that consumers generally judge a product within 90 seconds of initially viewing it, it becomes clear that it’s actually impossible to pursuade consumers with words. A strong visual identity is crucial.
Not just because a strong visual identity helps consumers in their decision-making process, but also because it helps consumers recognize your brand in every single context. That’s exactly what the Chinatown project by Turkish artist Mehmet Gözetlik reminds us of: strong brands with a strong visual identity can be recognized anytime and anywhere. Even when it’s written in Chinese.