An audience persona (commonly referred to as “buyer persona”) is a creative way of using market segmentation. It’s a profile of a fictional character that embodies notable traits of a definable group within your target audience. By combining broader characteristics with individualized ones, you can identify how to reach people and deliver messaging appropriate to their particular life experiences.

There are thousands of articles, blog posts, and infographics out there that attempt to explain color psychology in a simple way. But is this information really getting to the truth about how to use color in brand design?

Need a bit of color inspiration? Check out these five brands using color to tell a story and stand out like champs, in totally unique and thoughtful ways.