MyWaypoint Design Lab™ — Tool

What Should Your Brand Feel Like?

Your brand is more than a logo or a set of colours. Personality Palette™ helps you explore how you want your organization to look, sound, and feel — then turns those choices into a practical visual starting point.

Discover My Brand Personality Learn About Brand Personality
Brand Foundations
What Colours Communicate Building A Consistent Brand Typography Basics Choosing Colours For Trust
Start With The Feeling

Start With The Feeling

People often begin branding by asking: "What colours should I use?"

A more useful question is: "How should people feel when they interact with my organization?"

Personality Palette™ helps you answer that question first. Your responses will be used to suggest a brand personality, colour direction, typography style, communication approach, and website look.

There are no right or wrong answers. Choose the options that feel honest and appropriate for your organization.

What is brand personality?

Brand personality is the set of human characteristics people may associate with an organization.

A business might feel calm and dependable, bold and energetic, or warm and community-focused. There is no single correct personality. The important thing is choosing an approach that feels honest, appropriate for your audience, and consistent across your colours, typography, website, and communication.

Important context: Personality Palette™ provides practical design guidance based on the preferences you select. It is not a psychological assessment, scientific test, guarantee of customer response, or replacement for professional advice.

Already know your industry and audience? Palette Pilot™ can generate a more business-focused colour recommendation.

Personality Palette™ does not require personal information. Your selections are used to generate your results in the tool. Processing happens in your browser.

If your organization walked into a room, how would you want people to describe it?

Choose up to three.

Organization character (choose up to 3)

How should people feel when they interact with your brand?

Choose up to three.

Desired feelings (choose up to 3)

How should your organization sound?

For each pair, choose the option that feels most natural. A balanced middle position is available for every pair.

Direct or Diplomatic?
or
Casual or Formal?
or
Warm or Reserved?
or
Simple or Detailed?
or
Playful or Serious?
or

Which visual qualities feel most appropriate?

Choose up to three.

Visual direction (choose up to 3)

What matters most to your organization?

Choose up to four. These will be reflected in your brand voice and visual direction.

Organizational values (choose up to 4)

Any colour directions you prefer or want to avoid?

Both fields are optional. Your personality profile will guide the palette if you have no preference.

Preferred colour direction

Preferred colour direction (optional)

Colours to avoid

Colours to avoid (optional)

Overall appearance

Overall appearance preference
Keep Learning

These articles support the concepts behind your Personality Palette™ results.

Branding Fundamentals
Building A Consistent Brand
How to apply your brand personality consistently across your website, social media, documents, and every other touchpoint.
9 min read
Read Article →
Typography
Typography Basics
What typography means, serif vs sans-serif explained simply, and the fundamentals that make text readable and professional.
9 min read
Read Article →
Colour Psychology
What Different Colours Communicate
A plain-language guide to what each major colour commonly signals — and what to consider before choosing one for your brand.
8 min read
Read Article →

Browse all articles in the Learning Centre →