Buch, Englisch, 136 Seiten, Format (B × H): 210 mm x 297 mm, Gewicht: 428 g
Shapes, Amygdala, and the Subconscious Biological Threat Detection in Global Brand Identity
Buch, Englisch, 136 Seiten, Format (B × H): 210 mm x 297 mm, Gewicht: 428 g
ISBN: 978-3-565-36742-9
Verlag: epubli
Why are the logos for energy drinks, power tools, and sports cars always filled with sharp, jagged angles, while the branding for baby products, cloud storage, and health food relies on perfectly smooth circles? The answer goes far beyond simple graphic design; it is deeply embedded in evolutionary survival mechanics.
The Semiotic Arousal Theory proves that the human brain does not view shapes passively. When the optic nerve detects a sharp, downward-pointing triangle, it subconsciously registers it as a physical threat—like a fang or a thorn. This instantly triggers the amygdala, causing a micro-spike in adrenaline and arousal. Conversely, smooth curves signal biological safety and softness, instantly lowering the viewer's heart rate.
This book exposes the ruthless biological manipulation executed by elite marketing agencies. We deconstruct the world's most famous logos to reveal how they are scientifically engineered to hijack your central nervous system before you ever read a single word of text.
Stop looking at brands as art. Understand the calculated, weaponized geometry designed to force your autonomic nervous system into compliance.
