Colour is usually the first thing people remember about a brand, long before the name or the logo. Choosing colours is not only about what looks beautiful on a screen. A good palette has to stay readable, recognisable and consistent on everything from an Instagram post to a printed bag.
Start with how you want people to feel
Before picking any colours, write down three words that describe how customers should feel about your business: calm, energetic, premium, playful, trustworthy. Then look at colours through those words. A deep green can feel natural and steady, while a bright coral feels warm and lively. Colour meaning also varies by culture and industry, so think about your actual audience rather than general rules.
Look at your competitors
If every business in your field uses blue, another shade of blue will make you blend in. Gather the logos and websites of your main competitors and note which colours they use. Standing apart is often more valuable than following the category.
Build a palette with clear roles
A practical brand palette usually has:
- One primary colour that people associate with you. It appears on your logo, key buttons and most important moments.
- One or two neutrals for backgrounds and text, such as an off white and a dark charcoal.
- One or two support colours that add variety in graphics without competing with the primary colour.
Fewer colours, used consistently, build recognition faster than a large rainbow.
Test for readability
Text must stay easy to read on your chosen backgrounds, especially on small phone screens. Light grey text on white, or red text on green, can be difficult or impossible for many people to read, including those with colour vision deficiency. Online contrast checkers will tell you whether a text and background pair meets accessibility guidelines. Choose combinations that pass.
Check screen and print together
Screens mix colour from light, while printers mix ink, so some bright screen colours cannot be printed exactly. Before you commit, ask your designer to show how each colour looks in print. Your final palette should include values for every use:
- HEX and RGB for websites and social media
- CMYK for everyday printing
- Pantone for packaging, signs and merchandise where an exact match matters
See it in real situations
A palette that looks perfect as a row of swatches can feel very different on a real post, a website header or a product label. Try your colours on a few realistic mockups before deciding. This is where weak combinations reveal themselves.
Then stay consistent
Once your colours are chosen, use the exact values every time. Save them in your design tools, share them with anyone who creates content for you, and resist adding new colours for each campaign. Consistency is what turns a set of colours into something people recognise as yours.
