Psychology of Brand Perception: How Colors, Typography and Images Influence Customers

Why do we prefer buying products from the same brands, choose certain airlines or think that coffee at a specific chain is the best? It’s all about emotional attachment to brands. Branding experts create these emotional bonds to foster customer loyalty. How does it happen? Let's get into it.​

1 Branding

Branding is much more than just creating a logo or a slogan. It’s about forming a unique image of a company that helps build long-term relationships with customers. Today, when competition is everywhere and covers all aspects of communication, no company can effectively interact with its audience without quality branding.

For example, Nike successfully uses branding to create an emotional bond with customers. The famous slogan "Just Do It", familiar to everyone, helps people associate the brand with motivation, movement and achieving goals. In the 2019 "Dream Crazier" campaign, Nike focused on a female audience, inspiring women to strive for high achievements and try new things. The campaign evoked strong emotions, which allowed the company to further strengthen its reputation as a brand that supports individual aspirations.

Brands that take into account the interests and needs of their audience are able not only to stand out from the competition, but also to build deep emotional relationships with users. Let’s discuss several levels of branding: foundations, trends, and how to apply it all.

2 Branding foundations: what influences audience emotions and feelings

Marketers and creators conduct research and tests, spending hundreds of hours packing the brand – so that every element of the image and their combination evoke the right emotions in the audience. Let’s talk about these elements:

• Colors;
• Typography (Fonts);
• Tone of Voice;
• Names and slogans;
• Images and symbols.

Colors

Colors are a powerful tool that helps evoke emotions in the audience. Research shows that up to 90% of first impressions about a product are formed due to its color. Here are some basic examples:

• Red – energy, passion, urgency. Coca-Cola has long been associated with red, which emphasizes the brand's energy and desire to create joyful moments.
• Blue – calmness, trust, stability. For example, Facebook uses blue to create an atmosphere of trust and reliability, which is important for a social network where users share personal information.
• Green – harmony, nature, sustainability. Starbucks actively uses green in its branding, highlighting the connection with nature and care for the environment.

These are basic rules that are easy to find proof of in branding. For example, FedEx uses a combination of purple and orange colors in its logo. Purple is associated with reliability and leadership, which underlines the company's status as one of the leading logistics services in the world. Orange symbolizes speed and efficiency, perfectly reflecting the essence of their business – fast and high-quality delivery.

Typography (Fonts)

Fonts also have a strong influence on brand perception. The right choice of font can emphasize the brand's character. For example:

• Bold fonts are associated with confidence and strength. The Amazon brand uses a bold font in its logo, emphasizing its scale and power as a global e-commerce platform.
• Italic fonts create a sense of elegance and sophistication. Cartier uses an italic font to emphasize its luxury and sophistication.

A visual example is an advertising campaign by Burberry, which uses a classic serif font. Thus, the brand conveys a sense of tradition and high quality. This font is consistent with their heritage and British sophistication. The font solution emphasizes stability and trust, creating a brand image that maintains a connection with the past while updating and staying modern.

Tone of Voice

Tone of voice is an important component that defines its uniqueness. The way it affects the audience depends on the style of communication chosen by the company – humorous, serious, positive, or intellectual.

Examples of a characteristic tone of voice can be seen in MailChimp – a platform for email-marketing that uses a friendly and accessible tone to make creating and sending emails easier to understand. On their site, you can find phrases like "Make the most of your emails" paired with bright and cheerful illustrations that make the tool feel more approachable.

It is important to understand that tone of voice cannot exist in isolation from the audience and the brand’s comprehensive perception. What is well-received by MailChimp users may offend GetResponse clients, even if the audience of both brands overlaps to some extent.

Names and slogans

A brand's name and slogan are important for how people see the company. A good name helps people remember it, while a slogan conveys the key idea the brand wants to share. Together, these elements create an “image” in the audience's mind.

• Apple uses a short, easy-to-remember slogan "Think Different", which reinforces their image as an innovative and unconventional brand.
• Nike, with its slogan "Just Do It", inspires people to move and achieve more, which resonates well with the brand's target audience.

Another notable example is the Tesla brand, which uses a simple name linked to the famous scientist Nikola Tesla. This creates associations with innovation, cutting-edge technology and great achievements in science. The brand name highlights their ambition to lead in innovation and electronics.

At the same time, names can change if circumstances or brand strategy require it. An example is Dunkin' Donuts, which rebranded in 2019 by shortening its name to Dunkin'.

This change helped the company expand its brand perception: now they are not only associated with donuts, but offer a wide range of products, including drinks, sandwiches and other snacks. The rebranding emphasizes their desire to remain relevant and modern, focused on a dynamic lifestyle of customers. As the company wrote in the article “Welcome to Dunkin’: Dunkin’ Donuts Reveals New Brand Identity” on its website – Updated branding is one more step in company’s journey to transform into beverage-led, on-the-go brand.

Images and symbols

The use of certain images and symbols is another lever of influence on consumer motives. These can be fictional characters or those that replicate the image of a real person (for example, the brand founder).

There are many examples of the active use of mascots or brand characters. One of the most notable today is the Karl Lagerfeld brand. At different times, the symbols of the collections included his beloved cat Choupette and the image of designer Shu Uemura, drawn in anime style. Today, the brand uses the image of the founder himself, who passed away in 2019, as a mascot. This way, the fashion house emphasizes that it maintains the continuity of Karl's style and keeps in touch with his fans.

Each of the mentioned brands uses not just one element, but a combination of them. Ideally, all brand attributes:

• align with each other;
• relate to the brand's values and mission.

This means the mascot fits seamlessly into the visual style concept, slogans and tone of voice are consistent and the brand's fonts and colors are used across all platforms. Only in this way can you maintain a cohesive brand image, which helps establish long-term and loyal relationships with consumers.

3 Trends: 360-degree branding

Modern brands are forced to take increasingly creative steps to stand out from the competition and remain relevant in an oversaturated market. One of the key directions in this process has become 360-degree branding, which represents a comprehensive approach to brand creation and management. This means that branding should cover not only visual elements but also sound, tactile and even aromatic aspects, creating a deep emotional connection with the audience.

360-degree branding is the idea that interaction with the audience occurs on many different levels and through various channels. Companies should strive to be everywhere their audience spends time, offering a consistent experience that reinforces the brand's identity. Here are the key elements of this approach.

• Music and sounds;
• Packaging materials;
• Graphics and animation;
• Aromatic branding;
• Sound branding;
• Visual elements at all levels;
• Product and tactile branding.

Music and sounds

Sounds play an important role in brand perception. Sound identity is a way to make the brand more memorable and distinctive. Companies actively use sound logos and jingles to create an emotional bond with customers.

For example, Intel uses a sound logo – a short melody that can be heard at the end of their commercials. This jingle has become so recognizable that now it is easily associated with innovation and technology. Or think of McDonald's with their jingle "I’m lovin’ it", which became part of a global marketing campaign and is associated with positive emotions and joy.

Sound identity can also manifest itself in the form of sound signals in applications and products. For example, the sound signal when sending a message on Facebook Messenger is a small element that helps the user subconsciously remember the brand.

Packaging materials

Packaging is not just a product protector, but an important part of branding that can directly affect the company’s perception. In the era of environmental consciousness and care for the planet, many brands emphasize sustainable materials and innovative approaches to packaging.

Patagonia, a well-known manufacturer of outdoor clothing, uses recycled materials for its packaging as well as its products. This not only supports their eco-friendly image but also attracts an audience oriented towards environmental protection. Eco-friendly packaging has become an important part of their brand, allowing them to stand out from competitors.

Brands also use creative packaging solutions to enhance their identity. Apple, for example, is known for its minimalist but thoughtful packaging. Unpacking any Apple product is a kind of "ritual" that evokes pleasant emotions in buyers and strengthens their attachment to the brand.

Graphics and animation

Graphic style and animation can become key elements of a brand, helping create a unique visual language. More and more brands are using animation to attract attention and convey their values to the audience.

A great example of this is Gojek, an Indonesian multifunctional platform, which uses bright and dynamic animation in its commercials and applications. This helps the brand stand out from the competition and highlights their main promise—speed and convenience in using services.

Graphics and animation can also help make the brand more human and accessible. Dropbox, for example, uses simple but memorable graphics that emphasize the simplicity of their service and make interaction with users easier and more enjoyable.

Aromatic branding

Although aromatic branding is not yet widespread, it’s gaining popularity, especially in retail and hotel chains. Aromas can create powerful associations and evoke pleasant memories, which enhances emotional attachment to the brand.

One fresh example is the Westin hotel chain, which uses a specially developed signature scent in its lobbies. This helps guests feel relaxed and comfortable, creating a positive impression of the brand and stimulating repeat visits.

The aromatic branding of Westin is so strong that it inspires many brands to create different diffusers or candles with the "hotel" scent. This approach not only increases emotional engagement, but also strengthens the brand's connection on a subconscious level.

Sound branding

Sound elements can include not only music or sound logos but also specific sounds associated with the product.

For example, the sound of the door closing in BMW cars is an example of how sounds can influence quality perception. The company has put a lot of effort into developing a sound that evokes associations with reliability and premium quality.

Or the sound made by the foil when opening Toblerone chocolate packaging has become a signature element of the brand. This sound is associated with luxury and product quality. It not only enhances the interaction experience with the product but also emphasizes the exclusivity and premium quality of the chocolate.

Visual elements at all levels

360-degree branding covers all possible points of interaction with the audience. One of the most striking examples is the Starbucks brand. Its signature green color and mermaid logo are used everywhere – from coffee cups to cafe interiors and marketing materials. This creates a unified and recognizable brand image associated with quality and sustainability.

Product and tactile branding

In addition to visual and sound elements, tactile sensations also play an important role in brand perception. Physical interaction with the product, packaging, or even promotional materials can enhance the perception of quality.

A charming example is Muji, a Japanese brand of minimalist goods, which actively uses tactile sensations to enhance brand identity. Their packaging and products are made from natural materials such as wood and cotton, which create a sense of warmth, simplicity, and sustainability. The tactile qualities of Muji products, along with minimalist design, contribute to creating a sense of calm and harmony for customers, emphasizing the brand's philosophy.

4 How to apply it all

Effective branding is not just about choosing beautiful colors or designing a stylish logo. It’s a complex process that includes many elements that must work in unison to create a stable positive perception of the brand in the audience. Here are some key steps to help you successfully apply branding elements in practice.

1. Study your audience
2. Choose key brand attributes
3. Create a consistent visual style
4. Implement an emotional component
5. Integrate branding across all communication channels
6. Constantly test and adapt
7. Be ready for changes

1. Study your audience

Before starting to create a brand, it’s important to understand who you are working with. What are your target audience's needs, interests and preferences? For example, a brand targeting young people should consider that they value innovation, creativity and social activity. On the other hand, an older audience may value reliability, quality and time-tested solutions.

2. Choose key brand attributes

Once you have identified your audience, the next step is to choose the brand attributes that will help create the right associations. Colors, fonts, logo, tone of voice – all these elements must align with the company’s values and mission. It’s important not just to create an attractive image but to make it evoke the right emotions in your audience and stay with them for a long time.

3. Create a consistent visual style

It’s very important that the chosen branding attributes maintain unity and consistency across all platforms – from the website to offline advertising. All elements – from the color of the logo to the tone of your advertising campaigns – should convey the same message. Consistency of style helps your audience easily recognize the brand and creates a sense of trust.

4. Implement an emotional component

Successful branding always evokes emotions in your audience. It can be a sense of joy, nostalgia, confidence or reliability. It’s important that your brand evokes exactly the emotions you want associated with your product or service. Emotions become the link between the brand and the customer, creating loyalty and a desire to return to the product.

5. Integrate branding across all communication channels

Branding must be integrated at all levels of customer interaction – from advertising and social networks to customer support and the physical product. It is important that every contact with your brand reflects its values and supports a unified style. Integrating branding into all touchpoints with the audience helps create a holistic perception of the company. Like Starbucks, which not only offers a unique product (coffee), but also creates a complete experience in its cafes, supporting the brand at all levels.

6. Constantly test and adapt

Branding is not a static process. As the market and consumer behavior change, you need to constantly analyze how your audience responds to your branding decisions and make adjustments if necessary. Modern tools such as A/B testing, allow you to test different branding elements (e.g., logo or font) and determine which one is better perceived by the audience.

Airbnb underwent a rebranding in 2014 to better reflect the idea of belonging and community. Their new logo, "Bélo", which symbolizes trust, hospitality and connection between people, was the result of a thorough analysis of their audience's needs. Airbnb regularly reviews its marketing approaches to remain relevant and attractive to new customers.

https://static.designboom.com/wp-content/uploads/2014/07/airbnb_rebrand_designboom_05.gif

7. Be ready for changes

Sometimes a brand has to drastically change its positioning or visual elements to remain competitive. This can happen as a result of changes in the market, the company itself or in how the brand is perceived by consumers. It’s important to be ready for such changes and use them as an opportunity for renewal and growth.

Instagram rebranded in 2016, changing its bright and detailed logo to a more minimalist and flat design. This step helped the brand better match the trends of modern design and be more recognizable in the digital environment. Despite the initial criticism, the new style quickly became recognizable and helped Instagram strengthen its position as a leading platform for visual content.

Effective branding isn’t just a bunch of separate parts. It’s a complex and ongoing process. It requires a deep understanding of your audience, consistency in how you visually and emotionally connect with them, and a willingness to adapt when needed. When all these parts come together, your brand becomes a powerful tool for building long-term relationships with customers.

5 Expert analysis: how to improve the Miro brand

The choice of branding elements should always be based on the characteristics of the business and the target audience. Successful branding helps not only attract customers but also establish long-term relationships that will contribute to loyalty and increase the company's value. To create a strong brand, the following steps must be followed:

• Identify the target audience: you need to understand who your customers are, what their needs are and how they use your product.
• Highlight key brand features: based on understanding your audience, formulate key brand values that will resonate with customers.
• Create a memorable image: it’s important that the brand is unique and stands out from competitors, reflecting its values and mission.
• Establish standards for brand attribute usage: a consistent style at all levels of customer interaction (visual elements, tone of voice, logos) supports a consistent perception.
• Develop a promotion and communication strategy: it’s important that every brand element is integrated into the promotion strategy and helps build trust and relationships with customers.

Miro Analysis

Miro is a SaaS platform designed for collaborative work on projects and visualizing ideas using digital boards. With the growth of remote work, Miro's popularity has increased significantly, especially among creative teams and businesses. The platform has attracted more than 45 million users worldwide and has been recognized for its flexibility and ease of use. Nevertheless, even successful brands like Miro can improve their strategies to expand reach and increase customer loyalty.

What works well:

1. Product versatility: Miro successfully positions itself as a tool suitable for a wide range of tasks – from brainstorming to creating complex diagrams and processes. This is well highlighted on their main page, where each section is dedicated to a specific use of the product: creating diagrams, project management, creative sessions etc.
2. Visual simplicity: Miro uses a light, minimalist design with an emphasis on interface simplicity. The color palette is kept in restrained tones with accents on bright buttons and elements, making navigation convenient and intuitive. The visual style perfectly reflects the brand's mission – to simplify interaction and collaboration between teams.
3. Active community and education: Miro actively develops a user community, providing free educational resources and templates. This can be seen in Miroverse, where users can share their templates, as well as on educational platforms, where Miro publishes training videos and webinars. This allows the brand to build stronger relationships with users and expand its customer base

Areas for improvement:

1. Emotional attachment: although Miro does well with the technical side, the emotional aspect of branding remains in the background. Their communications often lack the emotional subtext that could create a deeper attachment to the product. For example, in their blog, articles and content focus on the functional aspects of the product, but don’t always show how Miro helps solve users' real problems on an emotional level.
2. Adaptation for corporate clients: Miro is actively used by creative teams and startups, but for larger corporations and B2B clients, they could place more emphasis on use cases. For example, on their Enterprise page, only general data is presented. Adding more detailed case studies demonstrating the success of large companies could increase trust in the product among corporate audiences.
3. Improving regional campaigns strategies: although Miro already has localized versions of the product, there is an opportunity to strengthen the adaptation of marketing campaigns to the cultural characteristics of different regions. For example, using brighter and more emotional visual elements that better match the preferences of Asian audiences. Competitors like Lucidchart actively adapt not only language versions, but also visual style and tone of voice (tov) to better engage with local markets.

Recommendations:

• Increase emotional connection: adding more real user stories, focusing on how Miro helps people solve problems and achieve goals. This can be done through successful cases, life stories of clients or emotional posts on social media, as Slack does in their Instagram campaigns.
• Detailed enterprise-cases: to strengthen the corporate segment, it’s important to add specific success stories of product use by large companies. For example, Asana (Customer Stories section) actively uses corporate case studies to demonstrate how their product helps large teams work more efficiently.

• Adapt marketing campaigns for different regions: to improve perception in international markets, Miro could focus on localized campaigns considering cultural differences and regional preferences. For example, using brighter colors and adapting content to local languages and visual styles could attract more clients in Asia and other regions.

A good example of localization among SaaS projects is GetCourse. They demonstrate an excellent approach to adaptation in different markets by launching separate versions for each region. For instance, they use different landing pages and separate Instagram accounts for Europe and Indonesia, which allows them to take into account the cultural and visual preferences of each audience. Compare their sites: international site, Spanish site, Vietnamese site and Indonesian site as well as their Instagram accounts, to see how they localize visual and content elements for each region. This allows them to communicate with the audience in the same language.

Creating a strong brand requires a deep understanding of both the internal essence of the business and specifics of the target audience. The right choice of visual and emotional elements can significantly enhance the perception of the company and its products, helping to stand out from competitors. It’s important to consider current trends, adapt approaches to different markets and regularly review your strategy to stay at the top.

Miro is a successful SaaS brand with a powerful product base and an excellent development strategy. However, as our analysis shows, even market leaders can improve their approaches. Strengthening emotional customer connection, more active work with the corporate segment and localization of marketing materials for different markets are steps that can help Miro strengthen its position and reach new heights.

In the end, branding is a continuous process that requires constant improvement. Any company, regardless of its size and success, can benefit from paying attention to the emotional connection with customers and ensuring the integrity of its image at all levels.

6 What if you don’t want to deal with all this?

Indeed, being inside the business, it can be difficult to objectively build its image. When you are constantly immersed in operational tasks, it can be challenging to see the true advantages of the company that can become the foundation for strong positioning. There may also be difficulties in choosing the right attributes, such as colors, fonts, or tone of voice, that best reflect your uniqueness and help attract the right audience.

If you feel that dealing with branding yourself is too difficult or time-consuming, or you simply don’t have time for in-depth analysis – that’s perfectly normal. In such a situation, you can always seek professional help.

If that’s your case, I offer a brand-marketing consultation. I can help:

• Understand what makes your business unique.
• Choose the right visual and emotional elements to create a strong image.
• Develop a vector of unique branding strategy that will make you stand out from the competition and strengthen your connection with your audience.
• Adapt these elements to your market and needs so that they work effectively and help your business grow.

Creating and developing a brand is not a one-time task, but a long-term process that can be simplified with the right approach and professional support.

Ready to take your brand to the next level? Then book a consultation now – and together, we will create a strategy that will strengthen your position in the market!