You can’t ignore winter. It’s storms demand that we often reroute our lives (as in the snow days my nephews are experiencing right now up north) or at least take precautions: putting on extra layers, taking a rain coat and umbrella, ensuring the house has the right precautions so pipes don’t freeze.
The winter-linked personality, whether in a person or a business, exudes a personality that is hard to ignore.
Winter-linked personalities of both people and business demand to be noticed by the sheer essence of who they are: bold, decisive, high quality, known by their excellent craftsmanship. They’re the ones you turn your head to look at as they walk by or sit up a little bit straighter as they speak to a room. The winter personality may not be loud, but their style and voice has an authority drawing people in.
Winter personalities have a natural charisma and inner self confidence that comes from within. Their dedication to quality and attention to detail and their natural tendencies are put on steroids by the amount of practice and effort they put into everything they do.
While the spring and autumn personalities respond to external circumstances, what is going on outside themselves, the winter personality (in a business or in people) goes by their own inner compass. Think Steve Jobs and Cocoa Chanel, Elizabeth Taylor and Anna Wintour, Tiffany’s jewelry and Godiva chocolate. Because they are at the top of their game, it’s harder to access them and by nature, tend to be more exclusive.
The Colors of Winter
The colors of winter in color psychology are cool with a certain weight to them.
Colors in the palette are typically bold and distinct. This is the only season where pure white and black may be dominant colors. Other colors include bright pink, icy blue, mint green, a very bright tangerine or bright, bright yellow, a cool red such as cranberry.
Colors are typically kept to a minimum. One or two colors are used instead of an array of colors like one might see in a spring or autumn palette. Think of Tiffany’s jewelry. The icy blue is the only color (besides the white background) that is dominant in their design and marketing, making it one of the most recognizable colors and brands in the world. You see that icy blue box and the majority of the western world knows instinctively what it represents.
Colors are used with boldness and a bit of flair. The shapes of a winter season are geometric, stark and pointed. There are no soft edges and turns here in winter. Fonts do not have curly ends. Fonts are typically more traditional and minimalist with a formality to them.
Design Tips for a Winter Business
Besides color, part of styling a business design includes fonts, photographs (your own or stock photography), the amount of space in your marketing materials and website and the logo.
Fonts and element shapes in a winter-linked business will be geometric with well defined edges and points. There are no swirls or soft bubbles here! Shapes are elements are to the point, blunt (but not rude), high caliber and refined. Check out the Tiffany’s website for an example of a highly sophisticated, luxury brand that displays their wintery personality.
Check out the logos and overall brand styling for various winter businesses. Notice the fonts are elegant, but not overtly swirly or overdone. There’s a level of restraint and allure to the fonts. The Wall Street Journal, Metropolitan Museum of Art (NYC) and Vogue Magazine are all winter-linked brands who clearly show their personality through their choice of fonts, colors and overall style. They show who they are and in doing so, attract the people who are looking for a leader in finance, art and fashion.
Still not sure if you might be a winter-linked business? In the next post. I’ll share questions to help you identify your business personality!
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