Consider how Apple is known for their friendly, innovative design, Disneyland for their family-oriented fun, and Walmart for basics at value and price.

To translate this into a web design, we needed to strike a delicate visual balance between the harder-edged quality of persuasion and the softer tone of friendly.

To make this list a bit more manageable, these traits are organized into four general quality groups.

These reflect our amiable, good-natured, people-oriented, cooperative, and compassionate abilities.

Analytical Qualities

calm

conservative

dependable

detailed

disciplined

efficient

fair

methodical

observant

organized

practical

precise

punctual

rational

realistic

reliable

responsible

thorough

Achiever Qualities

ambitious

articulate

assertive

autonomous

candid

confident

decisive

dedicated

determined

driven

entrepreneurial

independent

industrious

persistent

productive

structured

tenacious

Agreeable Qualities

adaptable

appreciative

approachable

authentic

collaborative

compassionate

congenial

conscientious

considerate

cooperative

empathetic

flexible

friendly

generous

helpful

inclusive

pleasant

poised

polite

personable

sincere

tactful

thoughtful

Animated Qualities

adventurous

cheerful

creative

curious

dynamic

eager

energetic

enthusiastic

imaginative

influential

innovative

inquisitive

intuitive

optimistic

outgoing

passionate

persuasive

resourceful

spontaneous

visionary

If you re saying, Only ten?

Well, yes I do, but a true brand tone and temperament is composed of a limited set of leading qualities.

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