Visuals Drive Behavior
Faster Than Logic
“I guide people to use visuals strategically—grounding their ideas in clarity, science, and intention.”
Guiding Principles
VISUAL CLARITY
Every project begins by examining how clearly ideas are communicated through what’s seen. Clarity becomes the measure of impact—guiding how visuals are refined to capture attention and make meaning instantly recognizable.
SCIENTIFIC GROUNDING
Guidance is informed by research in perception, neuroscience, and behavior. These principles shape how visual choices are evaluated—ensuring decisions rest on evidence, not aesthetics alone.
INTENTIONALITY
Each visual element is examined for purpose. Nothing is arbitrary; every frame, color, or composition must serve a function and align with a larger strategic goal.
Pato Paez
I’m Pato Paez, and for the past twenty years my work has focused on understanding how visuals drive behavior—how what we see influences what we feel, remember, and decide long before we’re aware of it.
Grounded in medicine and informed by experience across art, branding, and cultural strategy, I’ve developed a framework for examining and guiding how visuals function. It’s a way of helping people and organizations use visual culture with intent—to clarify meaning, direct perception, and create measurable impact.
Areas of Application
Branding & Marketing
Interior & Spatial Design
Leadership & Communication
Art Curation & Cultural Strategy
Legal & Advocacy
Product & Experience Design
