Everyman

Lemon Yellow

Yellow / -

Yellow

Yellow / base

Mustard Yellow

Yellow / +

Yellow-Orange

Yellow-Orange / base

Caramel

Yellow-Orange / +

Peach

Orange / -

Orange

Orange / base

Coral

Orange-Red / -

Orange-Red

Orange-Red / base

Pink

Red / -

Lilac

Purple / -

Lavender

Purple-Blue / -

Light Blue

Blue / -

Mint

Blue-Green / -

Turquoise

Blue-Green / base

Lime

Green / -

Green

Green / base

Chartreuse

Green-Yellow / -

Grass Green

Green-Yellow / base

Olive

Green-Yellow / +

Accessible

Behavior

Democratic

Communication

Open

Communication

Relatable

Behavior

Loyal

Believes

Simple

Behavior

Practical

Behavior

Predictable

Behavior

Needed

Appearance

Friendly

Communication

equality

Relational

joint efforts

Relational

utility

Functional

down to earth

Symbolic

affordability

Functional

relevance

Functional

simplicity

Functional

benefit

Functional

connection

Relational

belonging

Relational

Round sans-serif

Round • sans-serif

Bold sans-serif

Bold • sans-serif

Neutral with serifs

Neutral • with serifs

Neutral sans-serif

Neutral • sans-serif

Neutral handwritten

Neutral • handwritten

Circles

Ideal, Unity...

Ovals

Conflict avoidance, Unwillingness to argue...

Squares

Endurance, Patience...

Rectangles

Variability, Uncertainty...

Horizontal lines

Passive movement, Predictability...

Diagonal lines

Struggle, Overcoming passivity...

Cells

Order, Goal...

Flowers

Carefreeness, Love...

Casual

10-18. Casual – Formal

Conversational

10-18. Casual – Formal

Heartfelt

10-18. Casual – Formal

Safari

Country

African Ethnic

Latin American Ethnic (Gaucho)

Preppy

Mod

Military – Sailors

Military – Infantry

Smart Casual

Casual Chic

Sport Casual

Swiss International

Modular grid; Helvetica/Univers; Objective photography; Lots of white space; Clear hierarchy; Neutrality

Flat

No volume; Bright flat colors; Simple icons; Clear borders; Readable typography

Geometric 2D

Simple forms; Bright colors; Clear lines; Geometry; Balance; Rhythm

Comics and Pop Art

Black outlines; Ben-Day dots; Bright colors; Speech bubbles; Onomatopoeia; Dramatic flair

Massive Typography

Huge letters; Typography as art; Boldness; Hierarchy; Contrast; Expression

Anti-design

Rule breaking; Chaos; Provocation; Readability on edge; DIY aesthetics; Rebellion

90s Nostalgia

Gradients; Bright colors; WordArt; Pixels; CD-ROM aesthetics; Retro tech

Emoji

Emoji; Universality; Emotionality; Simplicity; Digital culture; Recognition