When building a psychology-rooted brand for my clients, I use 3 different methods: Finding the heart story, Brand Archetypes, and Color Psychology. In a previous post, I gave an overview of each season in the seasonal color theory. In this post, we are going to discuss the Fall Season.
Before we move on, a quick disclaimer: When using these methods, this is not an all-or-nothing or a specific box that your brand will fit into. Rather, by using psychology-rooted methods we can find a foundation on what to start with. Every person and brand is unique and during discovery, we will see which season best fits your brand, but it does not define your brand completely.
What is Color Psychology?
Color psychology is the foundation of the visual aspect of the design for your brand. I personally believe that it should come after defining your heart story and brand archetype.
After these methods are done, I will have a basic foundation of your brand personality and what season your brand will fit into. By using the brand values and how you want your brand to come across, we will use the seasonal theory to define what kind of hues, typography, patterns, and photography will be used.
The Fall Personality Overview
Productivity picks back up in the fall. The temperature is beginning to decrease, the plants are fully grown and prepared for harvest, and classes have resumed. This time of year has the widest variety of colors. The colors are rich, warm, and muted. The leaves are turning a variety of colorful colors before withering and returning to the earth.
You may most align with the fall personality if your brand is: warm, friendly, earthy, passionate, organic, and has family-based values.
Aligned Brand Archetypes
Archetypes are what I use to define the values, mission, and voice of a brand. Whereas Color Psychology is the tone and visual aspects of the brand. These 2 methods really work well together to bring out your individual brand style so that it is a lasting brand identity for you.
Once again, please remember before we get into brand archetypes that these are not fast and hard rules that have to be followed. Several brands that I have done on the surface level, maybe a little different when it comes to aligning the archetype to the season. For example, a magician brand (which values overcoming, transforming, and vision) that puts a strong emphasis on Winter Tones (expertise and high end). But as a general (soft rule). These archetypes match fall colors best:
The Magician: Desires to help make dreams come true and transform lives.
The Sage: Desires to help people better understand the world through knowledge.
The Regular guy/gal: Desires to help others feel like they belong and fit in.
Fall Season Colors:
Warm, intense, and muted. Think turning leaves, pumpkins, sunflowers, and corn fields that are all ready for harvest. Fall has the widest selection of colors to choose from.
Fall Season Typography:
Fonts should be natural hand rendered or rounded edges. Think approachable and natural, but bold and chunky. Try and gravitate toward stronger fonts.
Fall Season Patterns & Textures:
Rounded squares, natural texture with substance, illustrative but informal. Think recycled and textured papers.
Fall Season Photography:
Make sure to incorporate the brand colors. Photography should be rich, natural, organic, and intense. Think warm with low saturation, but more dark and rich.
More of Color Psychology
Understanding Color Psychology
The Psychology of Spring Colors
The Psychology of Summer Colors
The Psychology of Winter Colors
Need A Brand Update?
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