"We know that figurativity is fundamental for memorisation. We tend to memorise better objects that represent elements of the sensitive world – things that we see, hear, smell, taste or touch – and, among these, things that come directly from nature (organic objects), as opposed to those that are created by man (cultural objects). Brand identity signs that depict abstract objects, which do not exist in a form our senses can recognise, are more difficult to memorise. , ceteris paribus, an apple will be better memorised than a key, and a key better memorised than a square."

Read here (only available in Portuguese) the most recent opinion article by  Joana César Machado, associate dean for global education and professor at Católica Porto Business School, published in Marketeer.