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    Memory & Recall Entry #0817

    Why a hue becomes the brand before the logo does

    A hue becomes the brand first because colour is processed pre-attentively and stored as a simple feature, making it retrievable faster than complex logo shapes.

    Adept
    The hidden part #0817

    The logo asks the brain to recognise a shape. The colour asks the brain to recognise a single feature. Simplicity wins the speed race every time.

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    Color Psychology Entry #0977

    The reason banks paint themselves blue

    Blue is associated with calm, trust and competence across cultures, so financial institutions choose it to borrow credibility the colour carries before a word is read.

    Adept
    The hidden part #0977

    Blue lends trust before the bank earns it. The colour primes the feeling, and the feeling is mistaken for a judgement of the institution.

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