Positive, Uncomplicated, Amusing

Mood Board

Mood boards are curated groups of images that visualize a vibe. This is the second step in narrowing down a look & feel to effectively convey your brand message.

Playfulness is key for a happy, balanced life. Brands belonging to this board are good-natured and have a knack for creating a sense of ease with everyone they encounter. Your company may be adept at smoothing over difficult situations with a gentle or encouraging word, or finding compromise in the midst of a raging battle.

Brands with this gift of “serenity now” will feature a softer look and feel. You’ll notice the use of energetic or pastel colors and well-lit scenery in the images below. Emphasizing a natural, lived-in feel, and hand drawn type or illustration can provide that essential “human touch” that distinguishes these brands as approachable and uplifting.

Ideal for these archetypes:

Innocent

Citizen

Tags:

Amusing, Approachable, Cheerful, Celebratory, Friendly, Fun, Funny, Optimistic, Positive, Simple, Uncomplicated

Is this the right feel for your brand?

The images below show how various companies have used color, type, icons, photos, illustrations and textures together to translate their personality into a unique look and feel. As you consider your company’s presence, do these samples achieve the vibe you’re after?

Please note: The images posted here are subject to copyrights owned by the individuals or entities who created them. They are intended for educational purposes, and not to be used for your brand or for any other personal or commercial use.

TIP: Audiences drawn to this aesthetic are often looking for relief from a frustrating or convoluted experience. Keep in mind that looking effortless on the surface requires extra hard work and superb attention to detail as you develop your products and services. Be diligent in creating the necessary systems to support an excellent customer experience and maintain quality and consistency. Build a culture that attracts people with a positive disposition.

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Fun, Energetic, Playful

Mood Board

Mood boards are curated groups of images that visualize a vibe. This is the second step in narrowing down a look & feel to effectively convey your brand message.

Enthusiasm is contagious. Audiences drawn to this feel want to be engulfed in positivity, starting from their first encounter and continuing throughout their experience with learning, purchasing, consuming and, yes, even complaining. Smart brands in this category focus on making each touch point as easy and enjoyable as possible to keep the good times rolling.

These brands are all about removing obstacles to fun. Notice the use of bold colors and unique fonts in the samples below. Their playfulness is overt, not subtle. Some choose to use a combination of shapes, patterns and type styles to add a sense of visual movement to their materials. Others have a little more restraint and focus solely on color and soft edges. There’s no wrong way to present a fun look, so long as it’s consistent and not too heavy-handed (there is a fine balance between playful and wacky beyond comprehension). For best results, be selective about how you express your company’s playful side—don’t try to force the “fun” into every single headline or image.

Ideal for these archetypes:

Citizen

Innocent

Lover

Creator

Tags:

Fun, Energetic, Playful, Happy, Optimistic, Lighthearted, Approachable, Exciting, Engaging

Is this the right feel for your brand?

TIP: Just because a brand is themed around having a great time, that doesn’t mean there’s a lack of intentionality or attention to detail in your content and offerings. In fact, your audience is more likely to have a great time when they can relax knowing that they’re being taken care of every step of the way.

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Silly, Playful, Endearing

Mood Board

Mood boards are curated groups of images that visualize a vibe. This is the second step in narrowing down a look & feel to effectively convey your brand message.

Some might see the world as a cold, unforgiving place. But when they stumble upon brands in this category, even their biggest fears and worries melt into the background. The gift of ridiculousness and optimism is powerful when used appropriately. These brands do a phenomenal job balancing the bizarre with the practical, while also providing moments of simple human connection. By infusing humor into all they do, they provide a break from the bleak or mundane to lift their customers’ spirits and help them see things from a different perspective.

Brands with this vibe can take on many forms, but will rarely present themselves as being stuffy or posh unless it is done so in an overtly exaggerated fashion. They are instantly relatable rather than layering nuance and wit, as other similar mood boards depict. Depending on other characteristics of the brand personality, the look and feel could lean towards various levels of bizarre or whimsical.

Ideal for these archetypes:

Jester

Citizen

Lover

Tags:

Absurd, Fun, Funny, Endearing, Friendly, Happy, Optimistic, Playful, Relatable, Ridiculous, Silly

Is this the right feel for your brand?

TIP: Audiences with an independent streak are difficult to convince. They will tend to be skeptical and do things on their own time. Be careful not to pander to them, oversell them or push them to take action. They tend to be interested in high quality, high value offerings and ignore what could be perceived as a waste of time. The more transparent you are, and the more room you give them, the happier they will be.

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Get the look! Choose a Design Kit to match this vibe.

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