The Blog

Color is usually the first branding decision founders make, and often the one they agonize over the most. Which makes sense — it’s the most visible, most repeated element of your entire brand. But “I like this color” and “this color works for my business” are two different questions, and conflating them is how founders end up with a palette that photographs beautifully on a mood board and does nothing for them on a product page.

Nothing stalls a design conversation faster than a founder nodding along to a term they don’t actually understand. You shouldn’t need a design degree to brief a project or give useful feedback — you just need to know the vocabulary. Here’s the shortlist that comes up constantly.

Brand voice is the thing that makes someone scroll past nine identical captions and stop on yours. It’s not about being loud. It’s about being recognizable.