Scientists have made some interesting discoveries recently on how we interpret information. It turns out we first see shapes, colors, and then content all in a micro second, which can be really important to think through we crafting an effective Brand Mark.

According to those scientists, we see the shape of a logo first, then color, then the actual content. From a mile away we can identify a Starbucks because of that green circle. In a micro second recognize the Nike swoosh because of it's unique shape. Shapes conjure up different messages. Take a dinning room table for instance. A traditional rectangle table requires someone to be at the head of the table placing them at the top of the hierarchy in the room. Kings and the "Man of the house" sit at the heads of the table. Whereas a circle table demands equality. The knights of the round table were equals. All with an even say so in the discussion.

Shapes, being the first most thing we perceive, is a simple but critical step in crafting an effective Brand Mark.

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