Visual Language is the Language of Branding
All communication uses language, but not all language uses words. It is estimated that 80% of human thought is non-verbal; people think conceptually, largely by way of image and metaphor. Vivid, emotive, and perceptual visual language is the lexicon of thought. To this end, visual language is the voice of branding. If you think about a brand’s visual language as a switch, once flipped it releases cumulative associations imprinted in consumer’s minds via advertising, packaging, experience with the product, etc. For example, Coca-Cola is much more than a refreshing, bubbly brown liquid. It is a contoured bottle, polar bears, a certain color red, Santa Claus, a graphic wave. These images trigger even deeper emotional connections with consumers: traditional Americana, connecting with family and friends, freedom. Visual language is a compelling and complex tool in the branding process. It is a critical bridge between functional product and deeper emotional relevance.
