Why is
Santa red?
We recognise him without being told who he is. The colour. The shape. The familiar details.
Over time, they become memory. And memory shapes what we recognise, what we feel drawn to, and sometimes what we choose.
A brand lives in the space between what something is and what we believe it is.
The designer's role is not to manufacture desire artificially, but to give an idea a recognisable form — something people can see, remember and connect with.