Color Palettes Designed for Each of the 12 Brand Archetypes (and the Color Psychology Behind Them)

Color Palettes Designed for Each of the 12 Brand Archetypes (and the Color Psychology Behind Them)

branding Jan 26, 2024

Branding is not just about aesthetics – for the most successful brands, it’s a deep, psychological practice that brings together color psychology and brand archetypes to create an impactful identity and presence. 

Understanding the relationship between these two elements is key to developing a brand that stands out amongst the crowd, connects you with your soulmate clients and feels GREAT to show up in, day after day. 

However, it’s not just as simple as “Lover archetypes all use red,” for example. While there are some colors that pair more naturally with certain archetypes than others, there are many things to consider that influence color and archetype pairings, beyond colors and archetypes themselves, such as subarchetypes, what your business sells and who your ideal client is.

For example, if your main archetype is Explorer and your subarchetype is Magician, your color palette will likely incorporate colors that resonate with both archetypes.

Additionally, it’s important to consider shades, hues and tints, because the ways these influence the feeling of a color can be dramatic. For example, the Caregiver and Jester archetypes may both use pink, but the Caregiver pink will be soft and earthy to represent their grounded, nurturing vibe, while the Jester pink will be bright and saturated to represent their fun, playful side.

This blog provides a general overview, and is an excellent resource to give you a great starting point when deciding how to pair your archetype with colors for your brand. 

The Role of Color Psychology in Branding

Color psychology in branding goes beyond mere visual appeal. Colors are powerful tools that communicate specific messages and evoke certain emotions in the observer. 

For instance, red conveys power and action, where pink portrays innocence and simplicity. The colors you choose for your brand do more than just make it look good; they tell a story about who you are, the kind of business you're building, and the type of clients you're attracting.

As a service-based coach, healer or entrepreneur, your clients are investing in a relationship with you, not just a service. 

They are drawn to your personal story, your values, and your approach to solving their problems. By carefully selecting your brand colors, you’re not just decorating your brand; you’re giving your audience visual cues about your personality and what it's like to work with you.

The Power of Brand Archetypes

Brand archetypes, on the other hand, are the narrative soul of your brand. They provide a framework for your brand’s character and influence how you connect with your audience. Each archetype carries with it a set of personality traits, strengths, weaknesses, motivations and many other qualities.

The archetypes are universally recognized symbols or characters that emerge across various cultures and historical periods, tapping into the collective unconscious. They embody fundamental human desires, fears, and motivations.

When your brand adopts and embodies an archetype, it essentially chooses a narrative lens that shapes its personality and forms a deep, emotional bond with your audience.

How Color Psychology and Brand Archetypes Work Together

The real magic happens when color psychology and brand archetypes work in tandem. Each archetype tends to align with certain colors that complement and enhance its core qualities. 

For instance, a brand with the Innocent archetype might lean towards light pinks and whites, colors that denote purity and simplicity. Similarly, a brand that embodies the Outlaw archetype might choose electric purple or neon orange to signify its unconventional, wild nature. 

This allows for a multi-layered approach to branding. 

Your chosen colors not only make your brand visually appealing but also support and reinforce the narrative of your archetype. This strategic alignment ensures that your brand communicates a consistent and compelling story at every touchpoint – from your logo and website to your marketing materials and social media presence.

By intertwining the psychological power of colors with the storytelling strength of archetypes, you create a brand that resonates on a deeper level. It becomes a brand that doesn’t just look good but feels right to your audience. This subconscious alignment draws people in, fosters loyalty, and builds an emotional connection that goes beyond the surface level.

By understanding and applying these principles, you're not just building a brand; you're crafting an experience that is uniquely yours – one that authentically reflects your values and resonates with your ideal clients.

Color Palettes Designed for Each Brand Archetype

Explorer

The Explorer is adventurous, unconventional, and open-minded, constantly seeking deeper fulfillment and purpose in their life. Some core values include independence, authenticity, and freedom. 

Although the Explorer isn’t limited to only certain colors, the colors that tend to pair best with the Explorer are earthy and natural shades of green, orange, brown and blue. 

Green represents the Explorer’s commitment to personal growth and is an obvious representation of the natural world - a color we see often in the grass, trees and mountains around us.

Orange represents the Explorer’s free-spirited and adventurous qualities.

Brown represents the Explorer’s down-to-earth, nature-loving essence. However, when using brown in Explorer brands, it’s important to pair it with a more lively color, like orange, so this archetype doesn’t lose its adventurous and free-spirited qualities.

Blue is a great match for Explorer archetypes with a commitment to exploring their internal worlds and seeking the truth.  

If you’re an Explorer archetype and wondering which colors to use in your brand, this list is a great place to start. If you’d like to learn more about color psychology, you can take this deeper with my Power Profile course or join my Impact Tribe membership where I will personally answer your questions!

Innocent

The Innocent is cheerful, sincere, and hopeful, portraying purity, goodness, and optimism. Some core values include balance, integrity and slow living. 

Innocent color palettes tend to be light and natural. Pastel and muted shades of pink, green, yellow and blue work well for the Innocent archetype. White makes a great backdrop for Innocent websites and marketing collateral.

Pink represents the sweet, playful and sensitive qualities of the Innocent archetype.

Green signifies the Innocent’s desire for balance, peace and harmony, as well as their commitment to fresh, clean and natural environments and products. 

Yellow portrays the Innocent’s joyful, positive and friendly demeanor. 

Blue represents the Innocent’s calm, serene, introspective and honest personality.

White is an excellent color to show the Innocent’s simple, spacious and pure lifestyle. Innocent websites and marketing materials can integrate white by incorporating lots of white space, keeping designs feeling open and spacious.

If you’re an Innocent archetype and wondering which colors to use in your brand, this list is a great place to start. If you’d like to learn more about color psychology, you can take this deeper with my Power Profile course or join my Impact Tribe membership where I will personally answer your questions!

Hero

The Hero is bold, confident, and strong, portraying courage, perseverance, and honor. Some core values include discipline, bravery and justice. 

Hero color palettes tend to be bold and saturated. Although the Hero isn’t limited to only certain colors, red, blue, gold and black tend to pair well with this archetype. 

Red represents the driven, action-oriented and motivational qualities of the Hero brand personality. 

Blue is a great color for Hero archetypes that focus more on cultivating qualities of inner strength and being a trusted role model for their clients and communities.

Gold signifies the Hero’s dedication to quality, achievement, success and the empowerment of others.

Black communicates the Hero’s confidence, power, determination and dignity. It also represents the Hero’s protective qualities as well as their commitment to delivering best in class programs, products and services.

If you’re a Hero archetype and wondering which colors to use in your brand, this list is a great place to start. If you’d like to learn more about color psychology, you can take this deeper with my Power Profile course or join my Impact Tribe membership where I will personally answer your questions! 

Ruler

The Ruler is influential, responsible and organized, portraying control, success, and leadership. Some core values include quality, structure, ambition, and efficiency.

Ruler color palettes tend to be dark and bold, incorporating colors that represent status and wealth. Although the Ruler isn’t limited to only certain colors, purple, green, gold, red, and black pair well with the Ruler archetype.

Purple has long been associated with royalty, making it the perfect fit for Ruler archetypes, especially Rulers who are creative, unconventional or spiritual. 

Green, especially emerald green, is frequently associated with Ruler values of wealth, abundance, and prosperity.

Gold signifies the Ruler’s commitment to quality, success and abundance, as well as creating a kingdom where everyone feels seen, heard and uplifted into their highest selves.

Red represents the Ruler’s confident, controlled, influential and action-oriented qualities.

Black signifies the Ruler’s classiness, confidence and dedication to creating luxurious experiences for their clients and community.  

If you’re a Ruler archetype and wondering which colors to use in your brand, this list is a great place to start. If you’d like to learn more about color psychology, you can take this deeper with my Power Profile course or join my Impact Tribe membership where I will personally answer your questions!

Everyperson

The Everyperson is down-to-earth, friendly, and humble, portraying belonging, practicality, and community. Some core values include equality, connection, hard work and integrity. 

Everyperson color palettes tend to create a casual, welcoming and trustworthy vibe. Although the Everyperson isn’t limited to only certain colors, blue, orange, brown, green and pink tend to pair well with this archetype.

Blue communicates the reliability, sincerity and integrity of the Everyperson archetype.

Orange represents the Everyperson archetype’s commitment to community and connection, as well as their friendly and approachable nature.

Brown signifies the practical, honest, hard-working and dependable qualities of the Everyperson archetype as well as their gift of making people feel welcome and at home in their presence.

Green represents the Everyperson’s ability to create safe spaces where others feel comfortable opening up and being vulnerable.

Pink communicates the Everyperson archetype’s approachable, non-threatening and uncomplicated way of approaching life and business.

If you’re an Everyperon archetype and wondering which colors to use in your brand, this list is a great place to start. If you’d like to learn more about color psychology, you can take this deeper with my Power Profile course or join my Impact Tribe membership where I will personally answer your questions!

Lover

The Lover is passionate, sensual and inviting, portraying elegance, indulgence, openness and warmth. Some core values include beauty, intimacy and generosity. 

Lover color palettes tend to incorporate rich jewel tones or soft romantic shades. Although the Lover archetype isn’t limited to only certain colors, red, pink, purple and black tend to pair well with this archetype. 

Red represents the Lover’s passionate and dramatic qualities, as well as their physical embodiment, especially as it relates to sex and pleasure.

Pink communicates the tender, vulnerable, open and affectionate qualities of the Lover archetype.

Purple highlights the Lover’s attraction to luxury and beauty.

Black symbolizes the classiness, luxury, seduction and sometimes naughtiness of the Lover archetype.  

If you’re a Lover  archetype and wondering which colors to use in your brand, this list is a great place to start. If you’d like to learn more about color psychology, you can take this deeper with my Power Profile course or join my Impact Tribe membership where I will personally answer your questions!

Jester

The Jester is mischievous, goofy and witty, portraying playfulness, fun and light-heartedness. Some core values include spontaneity and having a sense of humor.

Jester color palettes tend to be multicolored and don’t shy away from bright, saturated colors that stand out from the crowd. Although a variety of colors can work with the Jester brand personality, pink, yellow, orange and purple tend to be natural fits for this archetype.  

Pink represents the playful, friendly, optimistic qualities of the Jester who is great at alleviating feelings of anger and resentment in their clients and community.

Yellow communicates the Jester’s joyful, bubbly, quick-witted demeanor, as well as their impulsivity.

Orange symbolizes the Jester’s informal, fun, entertaining and uninhibited personality. Jester’s are willing to try anything at least once, making orange a great color to represent their adventurous spirit. Orange is also a color that fosters social connection which is very important to Jester archetypes.

Purple represents the Jester’s creative mind, free-spirit and out-of-the-box approach to life. It can be a great color for Jester’s that want to add a bit of luxury or spirituality to their brand personality. 

If you’re a Jester archetype and wondering which colors to use in your brand, this list is a great place to start. If you’d like to learn more about color psychology, you can take this deeper with my Power Profile course or join my Impact Tribe membership where I will personally answer your questions!

Caregiver

The Caregiver is supportive, compassionate, and patient, portraying warmth, generosity, and reliability. Some core values include respect, stability, and altruism.

Caregiver color palettes tend to be soothing and subdued, shying away from bright, flashy or intense colors. Although a variety of colors can work with the Caregiver brand personality, pink, green, blue, brown and gold tend to be natural fits. 

Pink represents the Caregiver’s nurturing, loving, kind, forgiving, gentle and open-hearted qualities.

Green symbolizes the Caregiver’s empathetic, soothing, healing  and comforting demeanor.

Blue communicates the Caregiver’s trustworthiness, reliability and thoughtfulness.

Brown represents the Caregiver’s practical nature, groundedness and gifts of creating a warm, welcoming, safe environment for their clients and community.

Gold demonstrates the Caregiver’s big heart, generous spirit and welcoming presence.

If you’re a Caregiver archetype and wondering which colors to use in your brand, this list is a great place to start. If you’d like to learn more about color psychology, you can take this deeper with my Power Profile course or join my Impact Tribe membership where I will personally answer your questions!

Outlaw

The Outlaw is wild, rebellious, and outspoken, portraying revolution, disruption, empowerment and independence. Some core values include freedom, change, and nonconformity.

Outlaw color palettes tend to be dark and moody or intense and shocking (think fluorescent or neon shades that appear jolting). Although a variety of colors can work for the Outlaw brand personality, black, purple, red and orange tend to pair well with this archetype.

Black represents the Outlaw’s rebelliousness, intensity, power and determination.

Purple communicates the Outlaw’s unconventional and visionary nature as well as their values of freedom and independence.

Red symbolizes the Outlaw’s passion, intensity, bravery and willingness to do whatever it takes to create change.

Orange represents the Outlaw’s wild and crazy side, always willing to take a risk and never worried about what other people think. They are committed to living freely on their terms.

If you’re an Outlaw archetype and wondering which colors to use in your brand, this list is a great place to start. If you’d like to learn more about color psychology, you can take this deeper with my Power Profile course or join my Impact Tribe membership where I will personally answer your questions!

Creator

The Creator is imaginative, inventive, and expressive, portraying originality, quality, and beauty. Some core values include authenticity, self expression, and bringing ideas into reality.

Creator color palettes tend to be bright, bold and multi-colored. Although the Creator isn’t limited to only certain colors, purple, yellow, orange and silver tend to pair well with this archetype. 

Purple represents the Creator’s unique, imaginative, artistic and visionary personality, as well as their draw toward beautiful and high-quality experiences and things. Purple also signifies freedom, which is very important to Creator brands.

Yellow is a great color for Creator brands that focus on imagination and evoking new ideas and creative thinking in others.

Orange signifies originality and encourages innovative thinking and experimentation. This makes it a great color for Creator brands that want to foster these qualities in their clients and communities.

Silver represents both the self-control that Creator archetypes possess, as well as their ability to tap into feminine energy and go deep into states of flow. Silver is also a great color for releasing creative blocks.

If you’re a Creator archetype and wondering which colors to use in your brand, this list is a great place to start. If you’d like to learn more about color psychology, you can take this deeper with my Power Profile course or join my Impact Tribe membership where I will personally answer your questions!

Magician

The Magician is enchanting, charismatic and inspiring, portraying a sense of awe, mystery, transformation and trust in the universe. Some core values include innovation, self improvement and turning dreams into reality. 

Magician color palettes evoke a sense of depth, mystery, and the balance between the spiritual and the practical. Although the Magician isn’t limited to only certain colors, purple, blue, silver, gold and black tend to pair well with this archetype. 

Purple signifies the spiritual, expressive, visionary, creative and innovative qualities of the Magician archetype as well as their ability to turn big dreams into reality.

Blue, especially in its deeper shades, represents the Magician’s wisdom, thoughtfulness and trust in the universe.

Silver signifies the Magician’s intuition, flexibility and ability to reflect their client’s deepest truths like a mirror.

Gold represents the Magician’s ability to manifest their deepest desires and empower their clients by seeing (and helping them bring to life) their greatest potentials. 

Black communicates the powerful and mysterious qualities of the Magician brand archetype.

If you’re a Magician archetype and wondering which colors to use in your brand, this list is a great place to start. If you’d like to learn more about color psychology, you can take this deeper with my Power Profile course or join my Impact Tribe membership where I will personally answer your questions!

Sage

The Sage is wise, knowledgeable, and contemplative, portraying expertise, introspection, and sometimes, spiritual awakening. Some core values include freedom of opinion, continuous learning, and intelligence.

Sage color palettes tend to be subdued and neutral. Although the Sage  isn’t limited to only certain colors, blue, yellow, gold and silverr tend to pair well with this archetype. 

Blue represents the Sage’s introspective, truth-seeking qualities, as well as its calmly confident demeanor.

Yellow, a color of the mind, reflects the Sage's intelligence and knowledge as well as their  analytical and critical nature.

Silver represents the more spiritual Sage’s quest for truth and spiritual awakening. 

Gold signifies the Sage’s wisdom and inspires a deep understanding of self and others on a spiritual level.

If you’re a Sage archetype and wondering which colors to use in your brand, this list is a great place to start. If you’d like to learn more about color psychology, you can take this deeper with my Power Profile course or join my Impact Tribe membership where I will personally answer your questions!

Brand archetypes and color psychology intertwine deeply in branding, creating a powerful tool for businesses to convey their identity, values, and message. 

Each archetype embodies specific characteristics, motivations, and traits that resonate with certain audience segments. When paired with the strategic use of color, these archetypes can enhance a brand's emotional connection with its audience, communicate its core values more effectively, and differentiate itself in a crowded marketplace. 

If you’re ready to discover your brand archetypes, you can do that in my free Brand Personality quiz here; and you can find your brand colors using color psychology in the Power Profile here. And, for even more access to archetypes-based brand identities, you can join us in the Impact Tribe here.

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