Learn how to improve your brand image

In the world of marketing and advertising, image is everything, and thanks to advances in neuroscience, it has been discovered that consumers make a purchase decision within the first few seconds of their purchase. 90 seconds of your interaction with a brand or product. This is because the brain processes images 60,000 times faster than text.

This is one of the main reasons why many companies have evolved, adapting to new trends and consumer tastes, giving great importance to the design of their corporate image, adopting images that capture the attention of their target audience.
Viwomexperts in video email marketing, are a clear example of this. After a period of careful study on people's perception of colours, shapes and font styles, today they share with us some tips on how to improve our brand image.
Communication through colours
Did you know that among the 62% and 90% of the purchase decision is based on the colour of the product or brand? This is because one of the first steps in image processing is the identification of colours.
This element to which we are so accustomed, and which in most cases we do not consciously pay attention to, is a powerful transmitter of emotions and meanings. For example:

• Blue: depending on the shade, it is a colour that can convey honesty, responsibility and a sense of freshness.
• Greenassociated with nature and professional ethics. This colour, together with blue, frame the main values that every company should highlight.
• Purple: is a colour that encourages creativity and imagination.
• Orange: is associated with innovation and development, two of the key pieces that have begun to mark trend in the world of email marketing in 2017.
• Black: is defined as the absence of light and is used to highlight the luxury and sophistication of a brand or product.

Finally, within the selection of colours, it is also very important to take into account the shades, combinations and contrasts that are used.
If you want your brand image to convey dynamism, the best option is to use gradient colours that give the viewer the sensation of movement.
Shapes and typeface
Multiple neuroscientific studies have shown that our brain is the result of an overlap of three brains: the primitive brain, the neo-cortex and the limbic system.
In this section we will focus on the primitive brain, as it is largely involved in the decision-making process.
Being the laziest part of the brain, it interprets the information it receives according to the impression it creates of it, for example: the use of highly stylised fonts can make it difficult to read the text and therefore to understand and memorise the message, giving the impression that the product or service is complex.
In short: the simpler and easier to read a text is, the easier and longer the product or service will be remembered.
Logo
At this point in the design, it is better to opt for an imagotype, which is nothing more than the combination of a text with an image, which allows the human mind to understand what your brand or product is about.
An important point to consider during the creation of our logo is the care of the shapes, because the human brain feels a complete rejection for those figures with sharp angles, while on the contrary round shapes attract it, sending to our organism an order of approach.
Now, the comprehension of images is determined by a system that our brain uses to process the information that enters through our eyes, we refer to the "visual imaginary", which consists of the interpretation of a series of visual codes, based on the memories that each person stores throughout his or her life.
As each person is different and consequently their memories and experiences are different, it is preferable to use images that carry universal meanings without neglecting the main message or objective of the brand.
A great example of this is the use of a sandwich or balloon (an element used in comics to establish communication between characters) by ViwomThey have also integrated a triangle in the middle, which, because of its orientation, is associated with the anglicism "play", a word whose meaning is play (video).
If you want to know how neuroscience can also help you in the creation of an email marketing campaign, we recommend you to read the following articles: How does neuromarketing affect email marketing with video? y How can neuroscience help the email marketing industry?