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 Spring 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 Spring Personality Overview
Springtime is a season of the dead of winter giving away and new blooms starting (let’s ignore the curse of allergies here *cough*). We have the pale greens of new booms and leaves starting and the pale yellow dust of pollen out. The bees are buzzing around… this is a time of clarity, creativity, forward-thinking, and productivity. Colors are light, bright, and warm. Consider the number of folks who are “spring cleaning.” How nature is reacting. Everything and everyone is on a mission to get stuff done.
You may most align with the spring personality if your brand is: forward-thinking, inspirational, creative, energetic, and transparent.
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 lover brand (which values community, belonging, and enjoyment) that puts a strong emphasis on Spring Tones (clarity and inspiration). But as a general (soft rule). These archetypes match spring colors best:
The Hero: Desires to make the world a better place through bravery and mastery.
The Innocent: Desires purity, goodness, and simplicity.
The Jester: Desires to live in the moment and not take things so seriously.
Spring Season Colors:
Light, bright, and clear. From the bright warmth of the spring bulbs to pastels of the spring blossoms. Colors do not have to be feminine but should be friendly and playful. Think yellow undertones and high saturation.
Spring Season Typography:
Fonts should be clear and rounded and anything with the appearance of movement. Think fine lines, loopy, and thin/light/or regular type styles.
Spring Season Patterns & Textures:
Circles, dots, ditsy, busy patterns. Clean and glossy textures. Glints and sparkles. Fine lines. Anything with the appearance of movement.
Spring Season Photography:
Make sure to incorporate the brand colors. Photography should feel fun, busy, colorful, light, and bright. Images will have a softness about them and a certain warmth.
More of Color Psychology
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