What this boils down to is that designers have to make a good impression in 50 milliseconds.
Think of your corporate design as a handshake, a greeting between two people when they first meet. Do they smile or frown, do they say "hi," "hello," or "good day," is the handshake firm and methodical, or warm and friendly? We can make quick decisions and impressions of people in this split second. That's what design tries to do, too, all in 50 milliseconds: it tries to communicate who you are and what you do in less than a second.
Consider the first impression these two examples give. Two algeria mobile database different cosmetic brands, on the left is Anatomicals, a brand that uses large fonts, humor, pun-y product names, and bright colors to create a lighthearted tone. The product will be purchased by young people who want to buy cosmetics as a luxury, not a product they need to buy. The use of type, tone, color, and packaging instantly establishes a lighthearted and youthful brand.
Anatomicals and Cetaphil are two cosmetic brands that make completely different first impressions simply through design.
However, the cosmetics brand Cetaphil on the right is not as cheery. This brand uses medical-style colors, conservative type, no fun or trendy product names, and a fairly uniform product line design to immediately communicate that this brand is all about the products and what they do. This brand immediately gives off a serious tone that lets consumers know that it is serious about what its products do. This is a product you buy because you need what is in it, not a luxury item that you buy based on pleasure.