Primal Brand Canvas

Align your brand
with the primal desires
of your consumer.

At LPK, we believe the most successful brands connect with their audience on a primal level, tapping into the hardwired desires that color preference and drive decision-making.

Leveraging the Reiss Model of Human Motivation, our Primal Brand Canvas helps you navigate the 16 desires, target the right ones, then hardwire your brand to resonate with deeper meaning.

16hardwired
desires

Social Contact
Vengeance
Honor
Idealism
Physicality
Romance
Family
Order
Sustenance
Acceptance
Tranquility
Saving
Power
Curiosity
Independence
Prestige

The wheel of fortune.

Each desire is a synthesis of motive, fear and pleasure—giving way to verbal and visual codes that connect with consumers.

Explore All 16 Desires

Idealism

Motive

Desire to improve society

Associated Fear

Corruption

Intrinsic Feeling

Fairness and compassion