Palette Systems: Color With a Job — Pro Tips #2
Palette Systems: Color With a Job — Pro Tips #2. If your brand feels fuzzy to you, it’s fog to your audience. Let’s make it obvious and repeatable.
Personas are forecasts, not fiction. Use jobs, pains, and proof—never stereotypes.
Steps
- Define the audience and their stakes — Name who loses what if nothing changes; real stakes sharpen choices.
- State the promise in plain words — Avoid poetry; say the outcome a buyer can point to later.
- Document decisions in one page — People use what they can read in two minutes.
- List three proof points — Social, data, demos. Proof turns belief into trust.
- Design constraints before concepts — Constraints produce coherence; they are not creative jail.
Why this matters: Name who loses what if nothing changes; real stakes sharpen choices. In branding, consistency is a function of decisions captured and reused.
Why this matters: Avoid poetry; say the outcome a buyer can point to later. In branding, consistency is a function of decisions captured and reused.
Why this matters: People use what they can read in two minutes. In branding, consistency is a function of decisions captured and reused.
Why this matters: Social, data, demos. Proof turns belief into trust. In branding, consistency is a function of decisions captured and reused.
Why this matters: Constraints produce coherence; they are not creative jail. In branding, consistency is a function of decisions captured and reused.
Toolkit
- Positioning line — For [audience] who struggle with [problem], we deliver [outcome], proven by [proof].
- Palette tokens — CSS variables / design tokens for color and spacing across apps.
- Messaging blocks — Headline • subhead • bullets • CTA mapped to page sections.
How to use it: For [audience] who struggle with [problem], we deliver [outcome], proven by [proof]. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: CSS variables / design tokens for color and spacing across apps. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: Headline • subhead • bullets • CTA mapped to page sections. Save the final in a shared doc; link from tickets so execution matches intent.
Related Articles
- Brand Guidelines in One Page — Playbook #2
- Voice & Tone Guides People Actually Use — Playbook #2
- Microcopy: The Highest‑Leverage Words — Guide #2
- Founder‑Led Marketing: Where to Start — Case Files #2
← Previous: Logo Systems vs. One‑Off Marks — Playbook #2 Next: Type Pairing That Works Everywhere — Playbook #2 →
Related Articles
- Proof: Social, Data, and Demos
- Taglines: Short, Sharp, True — Field Notes #2
- Brand Positioning That Sticks — Case Files #2
- Personas That Don’t Lie
← Previous: Logo Systems vs. One‑Off Marks — Deep Dive #2 Next: Type Pairing That Works Everywhere — Pro Tips #2 →