37. Marks and Meaning

Graphic identities and the entities they represent need to reflect the values, demographics, and psychology of their intended audience. Many essential elements of a graphic identity—shape, color, pattern—mean different things to different audiences. Understanding users and the context of use informs the development of graphic identities that delivers the desired effect.

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Ruby et Violette
Jason B. Cohen, Marites Algones
Read more at Peopledesign.com