Psychologists found through a survey that people receive 83% of the external information through their eyes, 11% through hearing, 3.5% through touch, and the rest comes from taste and smell. Therefore, in order to facilitate consumers' recognition and memory, the first principle of brand design is to be simple, eye-catching, and easy to remember, so that the brand can attract consumers' attention in an instant.

A brand is the main symbol used to express the unique nature of a product and differentiate it from competitors' products. In order to enable consumers to quickly find their preferred brand among a wide variety of similar products, trademark design should pay attention to emphasizing individuality, highlighting features, showing unique style and image, and clearly distinguishing it from other similar products.

Brand design should strive to be novel in concept and beautiful in appearance. It should not only have distinctive characteristics and be clearly different from competing brands, but also truly reflect the characteristics of the enterprise or product and imply the excellent attributes of the product.

Psychological research shows that it is difficult for people’s attention to accommodate more than five elements at the same time. According to this principle, the design of the brand name should be short and easy to pronounce.

The trademark laws of various countries clearly stipulate that things that are not allowed to be registered as trademarks, such as national emblems, national flags and emblems, flags, abbreviations of international organizations, etc., therefore, legal regulations must be strictly followed when designing a brand. In addition, consumers from different countries, ethnic groups, religions, and regions have different psychological habits, which are reflected in many taboos on brands. At the same time, special attention should be paid to the text and language used in the design, otherwise it will cause misunderstandings and affect sales.

The brand name and brand logo coordinate and reflect each other, which can easily deepen consumers and the public's awareness and memory of the brand. "Nestle" is a brand name that consumers are very familiar with. It is a dairy brand for parenting invented by Swiss scholar Henri Nestle. The brand is named after him because its English meaning is "to settle comfortably and warmly". It means "come down", "snuggle", etc. It has the same root as the English Nest (Nestle). Therefore, it is also translated as "Nestle" in Chinese. It is worth mentioning that the "Nestle" brand logo is a bird's nest pattern, which can easily induce people to think of babies waiting to be fed, kind mothers and healthy and nutritious Nestle products. In this way, the close combination of the "Nestle" name and the "Nestle" pattern complements and coordinates with each other, making people know the figure by looking at the name, and the name by looking at the figure, which has a strong appeal.

In short, brand design is not to build castles in the air, but to be based on the actual conditions of the enterprise and in accordance with the goals of brand positioning and the communication requirements of the brand image. Design is successful only if it is accepted and recognized by the public.