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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.