The Visual Voice approach relies as much on association as on emotion. We ask for colors and images that speak to our clients to start, independent of context, but then rely on our own associations and creative thinking to generate options. Sometimes an image or photograph will speak to us, and color becomes a byproduct of that selection rather than a focus in itself.
We always discuss both meaning and association in helping our clients choose among the options we present, but ultimately, here's what counts: is the brand identity appropriate, is it meaningful, is it visceral and evocative, and does the client feel empowered by it?
