Ruler

Mustard Yellow

Yellow / +

Brown

Orange / +

Ochre

Orange-Red / +

Maroon

Red / +

Purple

Red-Purple / base

Eggplant

Red-Purple / +

Lilac

Purple / -

Violet

Purple / base

Dark Violet

Purple / +

Blueberry

Purple-Blue / +

Blue

Blue / base

Dark Blue

Blue / +

Green

Green / base

Dark Green

Green / +

Grass Green

Green-Yellow / base

White

Neutral / base

Grey

Neutral / base

Black

Neutral / base

Stable

Behavior

Systematic

Communication

Effective

Behavior

Active

Behavior

Reliable

Appearance

Leading

Behavior

Clear

Communication

Qualified

Knowledge & Experiential

Confident

Appearance

Safe

Appearance

prosperity

Symbolic

rigour

Functional

prestige

Functional

quality

Symbolic

power

Relational

domination

Functional

order

Functional

stability

Symbolic

success

Symbolic

traditions

Symbolic

Bold with serifs

Bold • with serifs

Bold sans-serif

Bold • sans-serif

Ornate with serifs

Ornate • with serifs

Elegant with serifs

Elegant • with serifs

Neutral with serifs

Neutral • with serifs

Squares

Endurance, Patience...

Vertical lines

Activity, Upward aspiration...

Cells

Order, Goal...

Ribbons and vignettes

Purposefulness, Passion...

Hexagons

Inner peace, Tranquility...

Instructive

10-18. Casual – Formal

Business-like

10-18. Casual – Formal

Formal

10-18. Casual – Formal

Dry

28-36. Dry – Enthusiastic

Systematic

28-36. Dry – Enthusiastic

Concise

28-36. Dry – Enthusiastic

English

Equestrian (derby)

Boho

East Asian Ethnic

Hippie

Art Deco

Military – Pilots

Military – Sailors

Military – Infantry

Military – Generals

Minimalism

Smart Casual

Systematic arrangement

Formality, Control, Order, Stability, System

Vertically symmetrical

Reliability, Stability, Predictability

Brutalism

Heavy typography; Concrete textures; Monolithic forms; Rough edges; Asymmetry; Minimal color

Swiss International

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

Minimalism

Lots of white space; Simple geometric forms; Limited palette; Thin lines; No decoration

Realistic Surrealism

Photorealism; Impossible scenes; Drama; Precise detailing; Surreal combinations

Victorian

Intricate patterns; Dark tones; Gothic font; Ornaments; Victorian aesthetics; Detail

Art Deco

Geometric patterns; Gold and metallics; Symmetry; Elegant typography; Luxurious materials; Stylized forms

Totalitarian

Monumentality; Symmetry; Heroic figures; Red banners; Grandeur; Propaganda

Classical

Symmetry; Harmony; Antique motifs; Restraint; Elegance; Timelessness

Empire

Eagles and laurels; Gold; Monumentality; Symmetry; Imperial symbols; Grandeur

Complex Maximalism

Multiple details; Bright colors; Patterns; Textures; Excess; Richness

Monochrome & Duotone

Limited palette; Contrast; Elegance; Form focus; Graphic quality; Cleanliness

Medieval Modern

Heraldry; Gothic fonts; Medieval motifs; Modernity; Contrast of eras

Modern

Geometry; Functionality; Primary colors; Grid; Rationality; 'Form follows function'

Data Visualization

Charts; Diagrams; Infographics; Precision; Informativeness; Visual analytics

Close-up and Detailing

Close-up; Detailing; Textures; Realism; Photography; Intimacy

Ancient Images

Statues; Columns; Marble; Classics; Eternity; Harmony