At first I didn’t know what direction I should take. I was playing around with different colors and shapes. However I have at this point decided on the color! WHY YELLOW? I wanted something that stands out, something aggressive, something people remember and recognize. The reason why I chose yellow was because I was thinking not only about the brand, but about the product itself as well. The product is going to be in a laboratory, which where everything is either white or transparent. Yellow fits extremely well into this environment.