Modeling the Impact of Visual Brand Language on Attention, Object Recognition, and Memory Retrieval

Jul 16, 2026

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Visual brand language comprises the visual properties conveying brand identity for a product. The study models how visual brand language affects recognizing an object’s functional identity, combining an empirically supported framework grounded in the JIM object-recognition model and the LISA analogical-inference model. Simulations estimate effects on object recognition, attention allocation, and retrieval of functional information. Results predict brand information captures attention and can slow recognition of an object’s functional category, with stronger branding producing larger interference.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages19

Reading Time48 min

AccessFree to download

Background

Aims

Simulating the Effect of Visual Brand Language on Object Recognition

Modeling the Impact of Visual Brand Language on Attention, Object Recognition, and Memory Retrieval Rachel F. Heaton and John E. Hummel University of Illinois Urbana-Champaign [rfheaton@illinois.edu](rfheaton@illinois.edu) Abstract. Visual brand language is the set of visual properties that convey brand identity for a product. What is the impact of visual brand language on a person’s ability to recognize and understand the functional identity of an object? Using an empirically supported modeling framework based on the JIM model of object recognition and the LISA model of analogical inference, we simulated the impact of visual brand language on object recognition, the allocation of attention, and retrieval of functional information about objects. Our simulations predict that brand information captures attention and can slow recognition of an object’s functional category, with greater degrees of branding causing larger effects. These results have potential implications for the usability and experience of designed objects. Keywords: Design, Attention, Object recognition, Memory retrieval, Visual brand language, Brand identity 1 Background Brand identity is a key consideration in the design of consumer products, with the potential for both positive and negative effects. Branding communicates information beyond the mere function or category of a product, including information about the quality of manufacturing, the company’s values, and its contextual expertise (e.g., a specialization in sports, beauty, or cooking products) [1] . Branding can create a positive association and bias a person toward choosing to purchase one product over another. Making the brand recognizable is therefore important if a company wishes to leverage prior successes into future sales [2] . On the other hand, strong branding might just as easily cause a person to have a negative association with a product, and excessive branding might create usability problems if the branding elements draw enough attention to interfere with a person’s mental representation of an object while it is in use. One of the primary ways that branding is communicated is via visual brand language. Visual brand language is the set of visual properties that are associated with the brand. Visual brand language is typically intentionally curated by designers, with explicit branding guidelines applied over different product lines. One of the most noticeable branding elements is the corporate logo, but color is another salient indicator of information about brand [3] . For example, tool manufacturer DeWalt uses 2 yellow and black, agricultural machinery company John Deere uses green and yellow, and Nike sporting goods often feature orange, white, and black. Physical and tactile branding elements might include material, texture, and finish (e.g., Apple uses aluminum for the body of a laptop) . Designers also strategically use typographic elements as part of brand identity: The typeface used by Nike (a brand-specific typeface based on the Futura typeface) is repeated in multiple contexts, and the “Just Do It.” advertising slogan appears on Nike t-shirts, shoeboxes, and other products. Nike’s broader visual brand language includes elements such as the color orange,“Just Do It.” in the Nike typeface, and the logo swoosh. Branding is, however, almost always independent of the functional identity of an object. An object with no brand information at all will be understood as being a hammer if it is shaped like a hammer. Each big box hardware store has a self-branded line of tools with their own color, and yet they all perform the equivalent functions. Yet branding could influence recognition of function: A hammer branded as a wellknown tool manufacturer’s product will likely be more recognizable as a tool. Conversely, a new product category that is completely inconsistent with the brand’s previous line of products might be more difficult to recognize. A real-world exampl

FAQs

What is visual brand language in this study?

Visual brand language is the set of visual properties associated with brand identity for a product.

Which cognitive processes are modeled to study the brand effect?

The modeling framework simulates effects on object recognition, allocation of attention, and retrieval of functional information about objects.

What do the simulations predict about branding and object recognition?

Brand information captures attention and can slow recognition of an object’s functional category, with stronger branding causing larger effects.

Jul 16, 2026

Upload by Maeve