Graphic Design and Neuroscience: The Visual Perception of Brands Graphic Signatures and its Cerebral Responses

The research presented at the Design and Graphic Expression graduation program from the Federal University of Santa Catarina answered whether the consumer’s cerebral reactive and analytical responses generated from the visual perception of brands graphic signatures can cause different valuations of them or not. The data collection involved a tablet application, that displays brand’s graphical signatures, first by a short, and then for a longer period of time each. The application’s purpose was to collect quantitative data about the fast (reactive and emotional) and slow (analytical and rational) assessments the consumer does from the visual perception of the brands graphic signatures, in order to discover if they cause any difference in the evaluations of them. It was noted at the end of the research, that although most graphic signatures presented variations between the answers given by the members of the sample in the evaluations of both exhibition times, as they were partly negative and partly positive, the final result of the difference between the average of both evaluations was a technical draw. What can be explained by a preponderance of the emotional response even after the analytical processing.

Keywords: Branding; Visual identity; Design management