Visual Marketing 102: Mood Design Curated Neutrals

Mood Design Curated Neutrals ~ Neutrals are the most soothing color palette

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Psychology of Neutrals

If you’re anything like me, anxiety comes quite easily. One tip I use to preempt my anxiety is to surround myself with neutral tones and soothing sounds. I stick pretty close to peach, white, gray, blue and black as my neutrals, however, my house is simply white, dark wood or white marble. It’s probably why I skew so minimalist, because of the aesthetic palette that comes with the principles. I always considered myself a true aesthetic minimalist and fully submerge myself into the mood design of the minimalism.

The Influence of Neutrals

Neutrals allow your emotion to be superimposed, neutrals in this way allow the experience to be a mirror of the individual.

Some emotions for each neutral color:

Black: Power, Elegance, Security, Genderless
Peach: Fresh, Feminine, Innocent, Cherub
White: Clean, Sophisticated, Simplicity, Pure
Gray: Neutrality, Timeless, Intelligence, Cold
Earthy green, brown or tan: Durable, Natural, Warm, Authentic

Why so many brands use neutral tone

If you want your business to have a soft and neutral color scheme and feel, this is the way to go. Neutrals leave space for the brand to evolve and niche down as it grows. Starting out with primary colors is harder to scale back, you can always move into primary colors if you need to.

Genius and virtue are to be more often found clothed in gray than in peacock bright. -Van Wyck Brooks

We can also say that neutrals are flexible and great for branding because they’re easy on the brain. Your brain doesn’t like to do a lot of work, doing a lot of work would require a lot of energy, so the easier on the eye, the easier on the brain, the easier on the consumer to be tantalized by your brand.

White Space is where the world and all distraction falls away. Where the voice of the Divine can be heard. Where the Truth of who you are is found. Where miracles happen.— Valerie Rickel

Consumers who align with your brand do so first by color. It’s the first thing your brain identifies, especially in an online environment where they can neither feel or sense your brand anyway else.

Neutrals also offer a competitive advantage. As you attempt to highlight certain features of your product or service you can venture into more contrasting colors. Neutrals give you the base to further reveal how elements of your brand differentiate from competitors. This can be done without clunky text or any other signals, you can do this simply with color.

Whether they know it or not, 60-80% of consumers’ purchasing decisions are influenced by color!