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Branding Meets Design Management: Graphic Signature And Cerebral Responses

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Patricia CECCATO and Luiz Salomao RIBAS GOMEZ


"Through a research that coordinates design management and branding with neuroscience theory, the present paper answers how the consumer brain responds to the visual perception of brands graphic signature. Design management plays a central role in branding, communicating the brand deepest values through elements there are perceived by the human senses. One of them is the graphic signature. Understanding the responses generated by the visual perception of it is of great importance for both study areas. The emotional and rational brains are briefly explained, to differentiate the consumer reactive and analytical cerebral responses originated from the visual perception of a brand graphic signature, which, with high emotional appeal, triggers an automatic preconscious response that, if positive, can assume the form of preference, and even result in an impulsively buying decision."


PUBLISHED: Proceedings from the The 18th DMI: Academic Design Management Conference, 2012


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