How design research makes successful branding measurable

Good branding is created when science and design work together

Design is no coincidence. It follows patterns that have been researched, documented and are measurable. What people perceive as coherent, credible or of high quality is based on psychological principles – and can be designed. Current research shows: Brands that consciously manage design are more successful, more resilient and more visible in the long term.

Design research as the foundation for strong brands

Design competence is a strategic factor. The study Design in Business 2025 by the German Design Council, proves that companies that integrate design into their management are more innovative and more economically stable. An investigation by Cankurtaran et al. (2024) shows:

Companies with a clear design orientation – i.e. a culture that understands design as a strategic resource – achieve significantly higher competitive advantages and innovative strength.

Branding does not start with the logo, but with leadership. Design has a measurable impact on brand value and corporate success – if it is understood as part of the strategy. We provide an overview of the basics of branding and brand development at Branding.

Visual consistency as the key to brand preference

Successful brands work with recognizable systems: Colors, typography, forms. Repetition creates orientation and trust. The study by Safitri & Sriyanto (2025) shows:

Brands with a consistent visual identity achieve a significantly higher brand preference and recall rate.

Consistency facilitates perception. People remember clear visual languages more easily. Consistent design has a direct impact on brand trust.

Practical example 1: Petunia Specialty Coffee

Our project shows how research and design interact in reality Petunia Specialty Coffee. There, an identity is created that is derived directly from the product, origin and transparency. Colors, design language and typography reflect quality and proximity to the producers – and create the recognizability that design research describes as a decisive factor. Our packaging design was also chosen by the packaging manufacturer Pakiro voted “Design of the Month” (January 2025) . About the Petunia project

Practical example 2: Il Gelato – rebranding & visual identity

Another example is Il Gelato, an ice cream parlor in Nuremberg, which has been given a modern, colorful and flexible brand world. Il Gelato was also voted the best ice cream parlor in Nuremberg – a success, which is of course based on the outstanding quality of the craftsmanship. At the same time, shows how strongly design contributes to overall perception: A clearly managed visual system makes quality more visible, more accessible and easier to remember. Recurring color schemes, clear typography and modular shapes create a identity that remains consistent in print, signage and social media – and is therefore immediately recognizable. About the Il Gelato project

From insight to decision

Research provides the basis – the decisive factor is what brands make of it. Many companies react to trends instead of creating structures. They change design without testing its effect. Design research helps to objectify decisions:

Does the appearance match the strategy?
Is the desired effect achieved?
Is the visual language consistent across all touchpoints?

Branding thus becomes verifiable – not felt, but managed. We explain more about why good design works in the article Why good design works – research for branding .

Branding as an applied science

Branding combines findings from the psychology of perception, semiotics and communication science with form and language. Branding becomes a learning system – an interplay of research, design and strategy. Strong brands do not design more beautifully – they design more consciously. We take a closer look at what a good logo needs to achieve in the article Your logo looks good – but does it work? .

Conclusion: Why design research makes brands more successful

Design research shows how design works – and why it works. Successful brands use this knowledge to create structures that provide orientation. Branding thus becomes a form of applied science – visible, comprehensible and measurable.

And now?

If you want to know how scientific findings can strengthen your branding, let’s take a look together. We combine research and design – for brands that work because they are understood. To the contact form

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