In today’s world, where consumers are inundated with information, cognitive overload is reshaping the way brands communicate visually. With people encountering thousands of marketing messages daily, designers are increasingly prioritizing simplicity in brand messages, particularly in logos, to ensure they capture attention in a crowded landscape. The shift toward minimalism in design is a direct…

Design is more than just aesthetics — it is a form of communication. It tells stories, conveys emotions, and creates connections, all without uttering a single word. The value of design lies in its ability to translate abstract ideas, feelings, and experiences through a visual language that resonates deeply with people. When done effectively, design…

The debate over whether graphic design is an art or a science has long been a topic of discussion. For many, design is synonymous with creativity and artistic expression. However, in my view, graphic design should be seen and taught as both a science and an art, giving equal weight to both disciplines. My Journey…

No, it’s not their client’s or customer’s confirmation, framing or any other type of bias. It’s our own and it’s emotional! As marketeers, creatives or designs we know we buy on emotion and justify with logic. We know emotions impact how consumers perceive the world. Yet, as creatives we rarely seek to challenge how our…

Effective emotional communication is critical in branding and marketing because it fosters deeper connections with consumers, enhances brand loyalty, and differentiates a brand from its competitors. However, successfully analyzing and crafting these emotional messages requires brands to develop a sophisticated language to describe and understand emotions. This is where emotional granularity comes into play. Emotional…

Research shows a brand’s design plays a crucial role in influencing consumer decision-making by evoking specific emotional needs. So, why take something that’s done intuitively and decode it to create an industry wide lexicon? When we experience design, we don’t just see it — we feel it. A brand’s visual language extends beyond mere aesthetics; it serves as a…

“Cooking is like painting or writing a song. Just as there are only so many notes or colors, there are only so many flavors – it’s how you combine them that sets you apart.” Wolfgang Puck Great marketeers and designers know too that there are only so many emotions a brand can convey, it’s how they…

In a world where the essence of connection is undeniably human, it’s a profound yet overlooked truth that every stakeholder interacting with a brand — be it clients, prospects, employees, investors, or partners — is driven by a complex tapestry of emotions. Despite this, many senior leaders find themselves at a crossroads, equipped with the…