Screencap of Burger King’s Instagram account.

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Let’s look at how that plays out on Burger King’s Instagram account:


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The food photography plays with scale, featuring burgers in such extreme close-ups that the sesame seeds look like boulders atop a mountain.

5. Shapes
There’s a famous linguistic experiment in which people bahamas phone number material are shown two shapes and given two made-up words, “bouba” and “kiki.” They’re asked to assign the “word” to the correct shape:

“The Bouba/Kiki Effect. A gray spiky shape is next to a rounded splotchy shape.”

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Across languages, cultures, and ages, people almost always say that the spiky shape is “kiki” and the splotchy rounded shape is “bouba.”

The bouba/kiki effect is an excellent illustration of just how much shapes can matter in your brand’s visual identity. Troy Stange, the owner of brandpop, wrote on LinkedIn that “shapes are like the body language of your brand.”

Daniel Ocock, the managing director of Vie Design, says that he thinks of shapes as “the secret language of design; they say a lot without saying anything at all.” Ocock says that circles are “friendly and inclusive,” squares “scream reliability,” and triangles evoke excitement.