When your dream client sees your brand, you want them to feel a certain way — a way that you’ve specifically intended them to feel. The goal is to get them to have a subconscious emotional response from the very moment they set eyes on you.

Let’s have a look at how you can infuse your brand’s personality into your visuals so that your audience feels the way that you’ve intended them to feel when they see your brand.

Your brand personality

First, you have to know how you want your dream client to feel when they see your brand or when they think about your business. So you’ve got to give your business a personality.

Imagine your brand as a person, and she’s sitting across the table from you. Now imagine a friend, who’s never met your brand before, sits down and joins you.

Now, what 3-4 adjectives would you want your friend to use to describe your brand based on appearance alone, before even saying a word. Do you want your brand to come across as friendly, confident, funny, free-spirited, etc?

Your dream client

You might need to take a step back here and think about where your dream client is at, the moment they enter your world. So ask yourself:

• How would they need to feel in order to be attracted to your brand?
• What personality traits would help them to trust you, to understand your core values, and believe that you’re the one who can help them solve their problem?

Shape & color psychology

Once you know how your brand needs to appear and what emotional response you want to trigger in your audience, it’s time to think about what shapes and colors you can use in your visuals to help evoke those feelings.

Shapes and colors all have built-in associations that can trigger a feeling before you even say a word.

Even basic shapes like circles and squares do this. A complete circle gives a feeling of partnership, continuity, perseverance. Think wedding rings here.

A square on the other hand gives a sense of order, professionalism, and stability.

Same with colors. For example, brown evokes an earthy, reliable, and comfortable feel while green evokes nature, prosperity, and renewal.

To sum it up, you need to pay attention to the psychology behind the shapes and colors you choose to make sure they align with your brand’s personality.

And don’t forget about the fonts you choose. Just like shapes and colors, fonts have built-in associations that can impact the way your brand is perceived. Learn how to choose your brand fonts here.