There are some guidelines in everybody’s mind, set by some factors including cultural ones. Somehow, the debate can go beyond this and get into semiotics or neuroscience. In terms of semiotics we can all interpret universal symbols based on feelings like love, safety and so on. On the other hand, in terms of neuroscience the neurolinguistic program can be brought into discussion. To simplify, our language influences the way we think. By paying attention to patterns we can easily identify some valuable insights from our consumers. Here’s an interesting article in Marketing Magazine about using this “tool” to build a brand.