How to Choose a Colour Palette for a Brand

Describe the brand before choosing colours

Write down three qualities the identity should communicate, such as calm, energetic, or practical. Gather visual references and explain why they fit the brief. Avoid treating colour associations as universal rules: context, culture, surrounding colours, and the product itself all influence how a palette is understood.

Give every colour a job

Choose a primary colour, a small supporting set, and neutral colours for text and backgrounds. Define where each should appear. A colour used for a warning should not also become a decorative highlight without careful thought. Clear roles help the palette stay consistent across different designers and formats.

Test combinations in context

Place real text, buttons, photographs, and charts against your proposed backgrounds. Check readability rather than judging swatches in isolation. Also view a greyscale version: categories and actions should not depend on colour alone. Pair important distinctions with words, symbols, or patterns so the meaning remains available.

Build a practical palette sheet

Create a one-page guide showing colour values, approved combinations, and examples of unsuitable pairings. Apply it to a business card and a digital announcement. Review a printed proof separately, because a screen preview cannot guarantee the appearance of ink on a particular paper or printer.