Psychology-driven brand design. Creating and refining remarkable brand identities.

Design - from all angles

A blog about branding, marketing, and design, mostly through the lens of practical psychology, intended to be a resource to small businesses and entrepreneurs. Unless otherwise noted, all articles are written by Nyla Smith, owner of n-Vision Designs. {Subscribe to the RSS feed here: RSS}

Brand Archetypes — Meet the Everyman

Nyla Smith | Tuesday, May 03, 2016

It seems one of the highest compliments bestowed upon a celebrity is that the superstar “is so down to earth!” The comfort and appeal of knowing that something or someone who is larger than life is actually “just one of us” is the pull of the Everyman archetype, and brands who are relatable in this way will go a long way in capturing the hearts of their consumers. Read Article »

Brand Archetypes — Meet the Explorer

Nyla Smith | Tuesday, April 05, 2016

Finding oneself — self-realization through discovery — is the ultimate goal of the Explorer.  In our Western culture, the Explorer archetype is an undercurrent running through all of society. Brands that spring forth from this current are those that speak to the need for freedom, adventure, and independence.
 Read Article »

Brand Archetypes — Meet the Magician

Nyla Smith | Tuesday, March 22, 2016

Transformation, change, renewal, metamorphosis, magic. No matter how you say it, the Magician archetype leaves others standing in amazement. Characterized by curiosity and foundational knowledge, the Magician finds solutions in science or the supernatural to create something from nothing — or turn a mess into a miracle. Read Article »

Brand Archetypes — Meet the Lover

Nyla Smith | Tuesday, February 09, 2016

Intimacy and connection — no man is an island. People want to feel special and Lover brands exist to meet this need. In this journey we call life, what’s love got to do with it? Everything. Read Article »

Brand Archetype — Meet the Creator

Nyla Smith | Tuesday, January 26, 2016

Seemingly oxymoronic by nature, the Creator archetype desires freedom while at the same time deeply motivated by control. Hanging in this delicate balance, we find visionary and innovative brands that value imagination and self-expression, particularly in the fields of the arts, design, marketing, and technology.  Read Article »

Brand Archetypes — Meet the Sage

Nyla Smith | Tuesday, January 12, 2016

What is truth? If you are the Sage brand archetype, this is the question that keeps you up at night. A perfectionist by nature, the Sage won’t settle for ambiguity and is on a mission to analyze everything to find the right answer and share it with others. News outlets, museums, and universities fall under the Sage archetype. Read Article »

Brand Archetypes — Meet the Caregiver

Nyla Smith | Tuesday, December 29, 2015

The Caregiver brand archetype can be summed up in two words: compassionate and self-sacrificing. Picture the empathetic nurse or the helpful concierge, and you will see how the Caregiver archetype is a personality fit for brands which aim to nurture or serve others, from healthcare, to nonprofit, to hospitality industries. Read Article »

The Secret Life of Sensations: How Design Affects Perception

Nyla Smith | Tuesday, December 22, 2015

Can something as basic as design affect customers’ perception of your product? Big. Fat. YES! But how, you ask? Take a peek behind the curtain and discover for yourself the psychological magic of “sensation transference.” Read Article »

"N" is for Negative Space (How to Use Gestalt Theory for a Memorable Logo)

Nyla Smith | Tuesday, November 24, 2015

Don’t be fooled by the term “negative space.” When it comes to logo design, negative space can be used in very positive ways. As with many other aspects of design, we can look to the field of psychology for insight on how to use negative space to create a memorable logo. Read Article »

A New Flag for New Zealand?

Nyla Smith | Tuesday, September 22, 2015

New Zealand is on the hunt for a new flag design. On September 1, after sifting through a mere 10,292 submissions, officials revealed the top four design contenders to replace the country’s flag. As opinions from New Zealanders on the proposed designs have been mixed and mostly negative, we have to ask – just what makes for a good flag design? Read Article »


Keep reading: