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it only takes people an average of 7 seconds to form an impression of your brand. people connect with your visuals before they connect to your product.

are your visuals working for you or against you?

Film work with @connor__mac for @kenneth_walker9 at the @tmobile headquarters last week.

Recently ⏳

Super 8 for @benifabrics

BTS for @kidocorner with @mikaylaherrick

Brand shoot with @jennalynnphotog on the drone for Evermere Saunas

Spring studio shoot for @fosteredcollection at @the701studios

Brand photos for Evermere Saunas

Film today for Evermere Saunas on the @chaletgrace property.

Color is one of the fastest ways a brand communicates its point of view.

Research suggests that somewhere between 60 and 90% of a stranger’s initial brand evaluation comes from color alone.

Before they read a word. Before they understand what you do, color has already made an impression.

Here’s why. Color is processed in a different part of the brain than language. It arrives faster, stores deeper, and gets recalled more easily, especially on every scroll.

But here’s where most color advice falls short. We look at a color psychology chart and call it a day.

Blue = trust. Green = growth. Yellow = optimism.

That chart isn’t wrong. It’s just incomplete.

Color doesn’t always carry fixed meaning. It carries meaning in context.

The same blue that wraps a bank in trustworthiness makes a skincare brand feel cold. The same muted palette that gives a fragrance brand quiet luxury makes a tech startup look indecisive.

Same color. Completely different feeling.

So instead of asking “what does my color mean,” here are three better questions.

01 Category Norms
What colors dominate your industry? Decide if you want to signal membership or differentiation. Most brands default into category color without realizing it. Be intentional.

02 Saturation Level
Muted colors signal heritage and continuity. Saturated colors signal energy and newness. Neither is superior, but they send completely different messages. Which one serves your position?

03 Consistency Over Time
Paula Scher said it plainly: “Any color is good as long as you’re consistent. If your product is linked with a color, and that product is associated with quality, that color will be perfect forever.” Tiffany blue is iconic because it’s been applied with discipline for over 180 years.

Map your brand color against all three. If you can’t answer where you stand on each, your color isn’t doing strategic work. It’s just decoration.

Color isn’t just a mood. It’s a message. The question is whether you’re sending it on purpose.

Brand design for Evermere Saunas. Follow @pinehaus_cabin to see more.

Brand design options for Evermere Saunas. Follow @pinehaus_cabin to see more.

In partnership with @caseybordendesign