Hoet&Hoet

Shape vs. Color

Posted in Visual Identity by hoethoet on 2 November 2009

colors

 

“The brain acknowledges and remembers shapes first. […] Color is the second in the sequence. […] The brain takes more time to process language, so content is third in the sequence behind shape and color.”
Alina Wheeler, www.alinawheeler.com

“Angela Wright, a colour psychologist at agency Colour Affects, adds: ‘Colour is noticed by the brain before shape or wording.’ […] The mind absorbs colour before design or wording and it is estimated that as much as 90% of the information taken in about a new brand is related to colour.”
Ruth Mortimer, “The Colour of Money

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