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Ever wonder why some brands feel soft and friendly, while others scream sharp and bold — without saying a word?
Enter the Kiki and Bouba effect ✨🧠
A groundbreaking psychological study revealed that humans almost universally associated a soft, round shape with the name “Bouba” and a sharp, jagged shape with the name “Kiki.”
Why does this matter for branding?
Because your visuals aren’t just pretty — they speak. They instantly trigger emotional reactions and archetypal associations. That bubbly logo? Feels nurturing. Those angular graphics? They signal energy, edge, or even authority.
This is the subconscious language of design. And it works every single time.
02/24/2025
Where It Started → Where It Led
In December 2019, I landed a sparkly new job with a sparkly new title—finally, my dream of building and directing a marketing team was coming true.
Less than a month later, COVID knocked the world off its axis. By March 2020, my brand-new team and I were among the pandemic unemployed. Hiring freezes and economic uncertainty made finding a new role nearly impossible. As my emergency funds dwindled, I started looking for another way forward.
A close friend pointed out that building a marketing team was a lot like building a business—so why not try it on my own?
💡 Where It Led:
Almost five years later, I’m writing this from Salvador, Brazil. I’ve built a remote business, traveled to 18 countries across 5 continents, and created a life I could’ve only dreamed of when I took that leap out of fear and desperation.
Was it easy? Absolutely not. Has it been worth it? Every single second.
What once felt like a failure turned into the beginning of the greatest adventure of my life.
👉 Sometimes what feels like an ending is just a redirection to something better.
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