Color, Shapes, Recognizability Color is said to be the main deciding factor when it comes to making decisions. Studies have shown that almost 90% of impulse purchases can be due to color alone (impact of color in marketing). Color also plays other roles when it comes to visual identity. The brand color you choose must be descriptive of your brand and product. for example, frequent use of greens in gardening products automatically positions the product and use, so green fits brand values ​​while deep purple does not. Color also plays an important role in brand perception. Visual identity can also be considered the personality of the brand and, with color being the most important component, it has a strong influence on how consumers perceive the brand and influences the purchase. Further studies have revealed that our brains prefer recognizable brands, which makes color incredibly important when creating brand identity. It was also suggested in Color Research & Application that it is critically important for new brands to specifically target logo colors that provide differentiation from entrenched competitors (if all competitors use blue, you will stand out by using