Annalise Lewis works as a Consultant and Designer in the field of Colour & Branding Consciousness, working both with organisations on their archetypal brand alignment and with individuals on their own colour authenticity and wardrobes.
Annalise is adept in reading deeper understandings of colour, style, voice, structure and their innate links to personality types and type preferences. She weaves these elements together with deep intuition and rationale developing her own methodology of Archetypal Whole Brand Personality.
She is a true creative who is obsessed with psychological perception, and how it can be used to communicate between brands and their demographics, or be used to help people rediscover their essential nature and truly love themselves.
Colour in branding and commercial design is most often the first thing that is 'read' within marketing and branding. Blue can simply mean intellect, red a call to action or yellow optimistic. However, this can be taken further using The Colour Affects System to analyse the tonal qualities of a hue to link to different types of personalities.
When harmonised correctly a brand or product can look authentic, trustworthy and even luxury. When colours are unharmonious they can create a confused message and will cheapen the product quicker than the time it takes to read the marketing. Speaking correctly with colour means that targeted demographics read it intuitively.
We, as individuals and businesses, have a mixture of all the archetypes but we will have a mixture in different ratios with a dominant type. It is this ever evolving mixture that makes us all so unique and individual. Below are some descriptions of the basic colour archetypes used in The Colour Affects System (by Angela Wright).
Playful, Social, Adaptive, Visionary & Youthful
Spring personalities (individual or organisational) are playful or visionary sorts who love to work with people and actively seek new experiences, whether personally or through strategic innovation and transformation. They are visionary and adaptive making them quick to find solutions and help others when in need.
Classic, Reliable, Structured, Romantic
Summer personalities (individual or organisational) have a never ending timelessness, created through a mix of poise, romanticism and pragmatism.
They are reliable and structured in how they execute tasks. They are nurturing due to feeling very deeply for others, although they present a very private facade. Can appear exclusive.
Unique, Explorers, Creative, Energetic & Warm
Autumn personalities (individual or organisational) are fascinated with the world around them, always wanting to discover more. They can be creative, loving, loyal and intense as they strive for truth and authenticity. They feel very connected to the earth and therefore the palette is most widely used in industries such as food, eco & outdoor experiences.
Strong, Stoic, Self-assured & Contemporary
Winter personalities (individual or organisational) are strong, intense and focus on high performance. They love all things contemporary / cutting edge and are often stoic enough to achieve desires. They command respect easily, which makes them natural leaders and trend setters.
Archetypal Whole Brand Personality
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© Copyright 2015 Annalise Lewis
Annalise Lewis trading as Annalise Design & Annalise Colour is a practitioner of The Colour Affects System created by Angela Wright.