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 Winter 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 Winter Personality Overview
Winter is an intensely dramatic season that is characterized by extremes. Consider how dramatic the colors are, from the darkest evergreens and branches to the snow-covered ground. Wintertime colors are bright, intense, and cool. The most intriguing fact is that black is a winter season-exclusive color.
You may most align with the winter personality if your brand is: visionary, cutting-edge, driven, grounded, expert, and high-end.
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 winter colors best:
The Outlaw: Desires to break the mold and encourage people to do it with them.
The Explorer: Desires to find freedom and experience a more authentic and fulfilling life.
The Creator: Desires to create something of value and vision.
Winter Season Colors:
Cool, intense, and strong. Think snow on the ground, darkest evergreens, ice blue, and neon colors. Please note, that this is the ONLY season that has the color black. Metallics also belong in this season. As you can see from the image below, extremes are present here.
Winter Season Typography:
Fonts should be minimal, clean, and strong. High contrast between header fonts and body fonts (one is bold and one is thin). Should be less casual and playful.
Winter Season Patterns & Textures:
Geometric, strong, dramatic. Bold lines and strong impact. Or on the other hand, could be minimal and understated. Either way, one extreme or another.
Winter Season Photography:
Make sure to incorporate the brand colors. Photography may be crisp, clean, intense, bright, or could be the opposite: edgy, moody, grounded. Winter wants to be extreme, dramatic, high contrast, and provoke strong emotion.
More of Color Psychology
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