Mastering Brand Design: The Power of the 7%-38%-55% Rule


In the world of brand design, where every visual aspect carries the potential to engage or deter consumers, grasping the nuances of communication is paramount. Brands allocate substantial resources to developing logos, color schemes, and promotional content, recognizing that success transcends mere visual appeal. Enter the “7%-38%-55%” rule, a compelling concept that illuminates the intricate interplay between verbal, vocal, and non-verbal communication cues.

Understanding the 7%-38%-55% Rule

At its core, the “7%-38%-55%” rule, also known as the Mehrabian formula, posits that communication comprises 7% verbal, 38% vocal, and 55% non-verbal cues. While initially applied to interpersonal communication, this principle holds significant relevance for brand designers seeking to craft impactful and resonant experiences for consumers.

Albert Mehrabian

Implications for Brand Design

Verbal Communication

While the written word undoubtedly plays a role, it is but a fraction of the communication puzzle. Brands must carefully choose their words to convey their message effectively, ensuring clarity, consistency, and authenticity in all written communication channels, from website copy to social media posts.

Vocal Communication

Vocal cues, encompassing tone of voice and intonation, add depth and nuance to brand messaging, imbuing it with emotion and authenticity. Whether through scripted voiceovers in advertisements or the friendly banter of customer service representatives, brands can leverage vocal communication to create connections and foster trust with consumers.

Non-Verbal Communication

In the digital age, where face-to-face interactions are increasingly rare, mastering the art of non-verbal communication through design becomes all the more crucial. From the sleek lines of a product packaging to the inviting layout of a website, every visual element communicates a message, shaping consumer perceptions and influencing purchasing decisions.

Key Takeaways for Brand Designers

Cohesive Brand Experiences

It underscores the importance of creating cohesive and immersive brand experiences that extend beyond mere aesthetics. Every touchpoint, whether physical or digital, should reflect the brand’s values, personality, and essence, creating a seamless journey for consumers from discovery to purchase.

Consistency Across Touchpoints

The visual and auditory cues should remain harmonious, reinforcing the brand’s identity and fostering familiarity and trust. Consistency builds brand recognition and loyalty, ensuring that consumers can easily identify and connect with the brand across various platforms and channels.

Understanding Consumer Perception

By understanding how consumers interpret and respond to visual stimuli, designers can tailor their creations to resonate with specific audiences, eliciting the desired reactions and forging lasting connections. Through market research, consumer surveys, and user testing, brands can gain valuable insights into consumer preferences and behaviors, informing their design decisions and driving business growth.


In essence, the 7%-38%-55% rule serves as a reminder that effective brand design transcends the realm of aesthetics, encompassing the intricate dance of verbal, vocal, and non-verbal communication. By harnessing the power of all three elements, brand designers can craft experiences that not only captivate but also resonate deeply with consumers, fostering loyalty and advocacy in an increasingly competitive landscape.

As we navigate the ever-evolving landscape of brand design, let us heed the lessons of the 7%-38%-55% rule and unlock the full potential of our creations to inspire, engage, and delight. After all, in the world of branding, communication is not just about what you say — it’s about how you make people feel.

Milad Rezaee
Milad Rezaee
I am Milad Rezaee, Logo and Brand Identity Designer. At least 10 years of experience through working on different projects with clients all around the globe helped me to learn a lot and I want to share them with you.

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