BRAND FOUNDATION

An Introduction to Seasonal Colour Psychology

PART 1 – THE SPRING BRAND

Colourfull umbrellas the spring brand in seasonal colour psychology
I’ve always been interested in colours and their meanings, so when I started Personal Brand Architect a few years ago, one of my first investments was a course on seasonal colour psychology. To be honest, when I booked it I thought I’d be learning all about the deeper meanings of different colours, and how to make finding the right colours for a brand easier. 
What I actually ended up learning was a whole new way of looking at colour, and an entirely new system for creating compelling brands for my clients.

The basics of colour psychology

Most of us know that each colour has an associated meaning. Here’s a great resource if you’d like to dive into the meaning of colours: The Meaning of Colours
It’s important to understand that, with the exception of black, every colour is present in every season. Seasonal colour psychology helps us find the right hues, tints, tones and shades to create a cohesive colour palette. Here’s a great explanation of what the difference is: The difference between colour, hue, tint, tone and shade

Seasonal colour psychology for your brand

The first thing to understand is that seasonal colour psychology goes deeper than colour – it creates a whole framework to make pulling a cohesive brand together easier for you. Even better, using seasonal colour psychology for your brand makes it a cinch to see what’s working and what isn’t; it’ll give you the tools to align your big vision, your values, your messaging, and your visuals. 
Ultimately, using colour psychology as a framework for your brand will help you communicate clearly and create the right impact to connect you with your dream clients. 
It’s been a game-changer for my business and I’m confident it will do the same for yours. 

The seasonal personalities

As you’ve likely guessed, there are 4 seasonal personalities in colour psychology, each with their own characteristics and traits. The idea is to identify which season best represents what your business is all about and use the elements of that season to create a compelling brand identity that feels aligned and irresistible to your audience. 
As I’ve said, this goes deeper than ‘just’ colour; letting the seasonal personalities guide your design will help you confidently choose the right typography, textures, images and illustrations to create a distinctive, cohesive brand.
This is the first of a 4-part series and, fitting to the season, today we’re starting with the spring brand. Let’s dive in and have a look at the characteristics of the spring brand personality:
Spring lilacs in a glass jar -colour psychology

The spring brand

Spring is the season of re-awakening, full of lightness, optimism, warmth, and soft colours – think spring blooms, fresh green shoots, and those first warm rays of sun on your cheeks. 
That feeling of days getting longer, nature coming back to life, lightness – that’s the spring personality. Spring is youthful, fun, friendly, not too serious, and social. Full of creativity, whimsy, and fresh ideas, this personality brings an infectious optimism that inspires everyone around them.
If your business has a spring personality, you’ll want to use light, bright and warm colours. Let nature guide you. The colours of spring are airy and buoyant, light and youthful.
The typography you use should carry that lightness through; nothing too chunky, edgy or heavy. This is a great place to use rounded, whimsical fonts. Whether you pick serif, sans-serif or handwritten fonts, your main criteria should be fine, light, airy, and clean. 
Photography should be airy and light-filled, clear and bursting with life.
If you want to use textures, patterns or illustrations make sure to keep things rounded or circular, smooth and light. Textures would be clean, shimmery or glossy.
The spring business is youthful – full of new ideas and quick thinking, energetic, bubbly and optimistic. On the flip side they can seem impulsive, flaky and unserious.
Cheatsheet to the spring brand in seasonal colour psychology

Using the seasons to your advantage

Each season has both positive and negative qualities. As you read through this and learn about each of the seasons, my hope is that you’ll find yourself drawn to one in particular, nodding along and thinking to yourself, ‘YES! That’s exactly my business!’
What might also happen, is that you’ll find yourself relating to different aspects of different seasons. 
The bad news is that you can’t have it all, at least not branding-wise. 
Sticking to one season (with at the very most one sub-season) will help your brand communicate clearly and keep the focus on your season’s positive qualities. On the flip side, mixing elements and colours from different seasons can end up feeling muddled, unclear, and confusing to your audience. 
A quick word of caution for when you’re deciding what season fits your business. Make sure to keep the focus on your business’ personality, not on yours. I know that’s hard when you’re a service-based entrepreneur and it feels like you are your business, but this is less about communicating your qualities or visual preferences, and entirely about creating a brand that says all the right things to the right clients for your business.  

More colour psychology resources for you

Karina the Personal Brand Architect with her dog

THE BLUEPRINT