Abstract
The article presents the results of experimental studies of two visual communication systems. The analysis of biometric data obtained as a result of neuromarketing experiments on the study of visual identifiers of territories – coats of arms and logos was carried out. The interrelation of the visual prominence of symbols with its color solutions is investigated, the assessment of perceptual fluency in processing and the impact on memorability in the consumer is carried out. The visual prominence of identity in a competitive environment is revealed. It is shown that the use of heraldry as a modern brand identification system is somewhat difficult. Therefore, its development is associated with the development and promotion of easy-to-interpret, visually noticeable symbols that can be fluently perceived in the chain of mnemic processes associated with the assimilation of visual information.
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